Juicy Couture to Use Snapchat to Preview Spring Campaign
It's not every day that you get a Snapchat starring gorgeous models like Rosie Huntington-Whiteley and Emily DiDonato--but this Saturday, that's just what Juicy Couture will be sending fans as a part of their first attempt at Snapchatting.
On Saturday, Juicy Couture is shooting its spring 2014 campaign starring Huntington-Whiteley and DiDonato, and they're inviting their 2.5 million online fans to join them via the popular app. Followers can be a part of Juicy Couture's inaugural Snapchat effort by adding @JuicyCoutureLA.
While other brands, like NARS and Rebecca Minkoff, have used Snapchat to release behind-the-scenes images in the past, Juicy Couture is using the technology a bit differently. Recently, Snapchat added a feature they call "Snapchat Stories," allowing users to add snaps together, creating a "story" from their snaps. These "stories" live for 24 hours, rather than disappearing as soon as the recipient views them.
"We will be the first fashion brand to use Snapchat stories to release our campaign firsthand," Michelle Ryan, Juicy Couture's vice president of global digital and social strategy, tells Fashionista. "With Snapchat stories and the ability to keep 'snaps' for a full 24 hours, we saw the opportunity to give a true behind-the-scenes view."
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Of course, Snapchat's whole premise relies on instant and ephemeral imagery--something that might not lend itself well to showcasing clothing. "It's all very 'of the moment'--as is all social media--but with Snapchat, every image and video is a raw file and you only get one chance to get it right," Ryan acknowledges.
But as Instagram has proved, brands that embrace new technologies as soon they appear reap the benefits of being first, both fiscally and through audience reach. So while Juicy Couture and other brands may have to work out a few kinks in the approach, using Snapchat as an outreach platform could be a wise move.
Ryan is equally optimistic about the campaign. "As a company, we have always been interested in sharing the Juicy lifestyle with our fans and social media has proven to be the best and most efficient platform to do so," she tells us. "We're excited to see how many fans we can reach."
