Snapchat – application which is loved by 13–34 year olds. Over 100 million super engaged users, that share almost 9 thousand “snaps” every SECOND and view videos over 6 billion times DAILY!
If you are over 34 years old, you probably don’t understand how Snapchat works. I’ll briefly explain it:
- Snapchatters can send photos or videos, to their friends, that can be viewed only once
- They can also add photo or video to “My Story” tab, so their friends can watch it for next 24 hours
- They can chat with friends, but messages are not stored, so they can also view them only once.
These are main features of Snapchat. Why am I actually describing it? I want you to understand that marketing has just now reached a whole new level!
Recently, fashion luxury brand – Burberry – decided to present their new Spring/Summer 2016 collection for the first time, one day before runway show, exclusively via Snapchat! Photos were made live with smartphone by well-known photographer Mario Testino and immediately uploaded to Burberry’s My Story.
Earlier other luxury fashion brands, like Luis Vuitton, showed snaps from their runways…
… but Burberry definitely went a step further. They also presented backstage from their runway show with new collection.
I really appreciate that they tried this new, different channel of communication with their customers, I liked their unusual idea for presenting new collection and admire for their courage for implementing this idea!
What do you think guys? Is Snapchat a good channel for luxury brand? Would you give it a try for your business?