Whether it’s the use of drones to show its catwalk fashions or having its models walk on water to mark its 90-year anniversary, Fendi, the Italian high fashion brand, always knows how to market itself differently. Currently, the fashion house is subverting things by taking content from Snapchat–which is famous for disappearing within 24 hours–and giving it a longer life. This Snapchat fashion marketing campaign is using Fendi’s website as a content hub for users to explore and be inspired.
Fendi’s Snapchat fashion marketing endeavor is called its “Snapchat Tour.” The brand is recording all the big events associated with it through the prism of influencers’ eyes. Fendi is such a huge brand that its events happen in many cities all across the globe. In each city, the brand has used influencer takeovers to let popular Snapchatters become the voice of the account. For example, it asked South Korean blogger Irene Kim to document its Peekaboo Auction in Seoul, South Korea in November 2015. There are other events too- the opening of Fendi’s Roman Palazzo, fashion shows, its 90th anniversary, and advertising shoots are a few to name.
Instead of giving a life of 24 hours to all these photos and events, Fendi wants to enhance the reach of that content to more and more people by giving it permanence. This Snapchat fashion marketing campaign then compiles all of its Snapchat Tour stories in one place. With the help of a digital map, consumers can explore all the main events via its website.
As you can see in the image, the hub will play the content vertically along with the countdown in the upper right-hand corner. To go to the next piece of content, the user just has to click on the video box. Of course, the need to differentiate its social presence is only one of the key reasons why Fendi is doing Snapchat fashion marketing campaign.
It’s not a secret that there is a tremendous curiosity in the minds of ordinary customers about the behind-the-scenes of any popular and influential fashion show. With documentation by expert influencers, users have a chance to peep into the internal and intimate environment of fashion shows which is often hidden from customers’ eyes. Naturally, this assures a higher level of engagement.
The second, and perhaps the most important reason for Fendi’s style of Snapchat fashion marketing is the acknowledgment of the power of user- generated content and influencer-generated content. In the past, Fendi experienced how much impact influencer testimonials had on its sales. This sort of a content is too valuable to be alive only for 24 hours. Moreover, there are all the chances that people might miss the snap due to its short digital life. Thus, there has to be some alternative way where people can see those beautiful and influential stories. This Snapchat Tour is that alternative.
To Conclude… Every marketer is using a variety of social media platforms to be in front of consumers’ eyes all the time. But that’s hardly a trend now…it’s a need. But from now on what is going to matter is how you use it. How are you going to customize it to suit your marketing requirements? I think Fendi has answered this question by challenging the basic ephemeral nature of Snapchat Stories.
Indeed, Snapchat, which is going through lots of changes, is an exciting platform to follow and analyze. We recently discussed how they’re developing a more personalized form of Snapchat Stories. Don’t forget to read this blog either to know which new ad targeting tools it is going to use in the future.