Lele Sadoughi, the accessories brand, launched virtual happy hours on Instagram with one product discounted by 50% each day. Lele Sadoughi is a traditionally not-discounting luxurious brand. But, due to COVID-19 and competition breathing on its neck, the brand started off with discounting marketing. The campaign was a success due to the urgency effect and the right channel (Instagram). The discounts were not excessive and so they did not spoil the brand image as less luxurious.