OWNDAYS’s Instagram Discount Campaign Backfires Spectacularly

In case you weren’t aware, Japanese sunglasses and eyewear chain OWNDAYS recently launched their “Follower Discount” campaign for the month of March.


However, the campaign proved to be so successful and overwhelming, the Japanese eyewear brand had to end it prematurely, just four days later.

Unfortunately, this early stoppage didn’t sit too well with some Singaporeans — and they certainly weren’t shy with giving OWNDAYS a piece of their mind.


So what exactly was this campaign about that got so many people talking? And more importantly, how did it become too successful for its own good?

We tell you everything and more below.

Follower Discount campaign introduced

On Monday (5 Mar), OWNDAYS introduced their Follower Discount campaign on Facebook:

The campaign involved converting the number of post likes and followers you had on Instagram into an immediate discount on OWNDAYS’ eyewear products. All customers had to do was to snap a picture of themselves while inside any outlet and upload it onto the social media platform.

Upon checkout, a discount will be given based on the following:


In other words, each follower granted $0.05 off your final bill while each like on the post $0.50.

This campaign was set to last until the end of the month.

Campaign ceased just after one week

Or so they had planned.

On Thursday (8 Mar), OWNDAYS announced that – effective immediately – they were ceasing their discount campaign.

Three weeks shy of its originally intended end date.

According to them, public response far exceeded their expectations and the overwhelming reception led to the employees being overworked. The company was also probably losing far more money than they had planned.


However, to make up for the abrupt end, OWNDAYS offered customers $10 off any pair of prescription glasses on Friday (9 Mar) — which by the time you’re reading this, is probably too late.

That equates to 200 followers or 20 likes on your Instagram.

Singaporeans outraged over campaign’s early end

Needless to say, Singaporeans weren’t too pleased with them pulling the plug.

Check out some of the comments left on their Facebook post.




While some were probably upset simply because they couldn’t get pair themselves, there were a handful of individuals with legitimate gripes against OWNDAYS. For example, some pointed out that this incident showcased a lack of planning and communication displayed by the company.

To their defense, OWNDAYS did technically make a promise they couldn’t keep.



Which can be argued for since they did advertise it til the end of the month.

In fact, let’s take a look at the terms and conditions of the campaign:


It actually isn’t stated that the campaign could be halted at any given time before the end date.

Also, as hilariously pointed out by this netizen, their terms and conditions wasn’t exactly the most comprehensive.


It was lacking crucial terms such as “while stocks last” or “until fully redeemed” that they could’ve used as a reason for ending the campaign early.


Oh well, we can’t really speak up for OWNDAYS here.

This one’s on them.

Were Singaporeans self-entitled?

However, not everyone took offense to the sudden stoppage.

Some actually defended OWNDAYS and criticised those that spoke against them.



Referring to those that did as self-entitled Singaporeans that were salty at not being able to get free stuff. Which wasn’t even owed to them by OWNDAYS in the first place.


Guess they got upset because they didn’t get their OWNWAYS.

Bad planning or selfish customers?

Seeing as how buying followers and likes on Instagram is as easy nowadays as it is to buy groceries, it’s safe to assume that upper management at OWNDAYS probably didn’t think this campaign through. After all, there isn’t any law that prevents one from buying likes.

To their credit, it was a good attempt to boost publicity. Just scroll through Instagram and you’re sure to find at least three posts about them.


All because of their campaign.

So what do you think of this incident? Was it an oversight on management’s part or were Singaporeans simply too entitled?

More importantly, did you make use of this promotion?

Featured image from OWNDAYS