Maybelline polishes Fashion Week Snapchats with targeted
video ads
Maybelline and Calvin Klein are rolling out short video
clips interspersed with snapshots of New York Fashion Week shows on the event’s
public Snapchat Story, proving that the photo-sharing feature may be an
effective marketing venue when leveraged to reach targeted audiences with
relevant content.
The makeup brand and clothing retailer are rolling out the
five and ten-second advertisements to appeal to fashion enthusiasts seeking to
pick up new items for fall. Maybelline and Calvin Klein’s ad units feature
their respective spokesmodels, Gigi Hadid and Kendall Jenner, both of whom can
be seen walking the runway for a slew of major designers, making them ideal
choices to resonate with the image-conscious target audience.
"Snapchat Stories is today's most exciting and relevant
social media platform amongst young consumers,” said Laura Sossong, consultant
at Boston Retail Partners, Boston. “Maybelline and Calvin Klein's utilization
of Snapchat capabilities for NYFW advertising will undoubtedly provide an ideal
medium for reaching and engaging a pertinent and receptive target market."
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