Today, Wet Seal continues to work with influencers. They also shared behind-the-scenes footage, in-store images and disappearing coupon codes on the channel. Wet Seal came into the story when Meghan shared her outfit of the day.īut Wet Seal didn’t limit all of its efforts to the influencer takeover. She went through her life for two days before Christmas, sharing normal teenage activities like playing with her dog and making holiday cookies. It was more about the holidays, with Wet Seal sprinkled in where it made sense. Her content wasn’t solely about Wet Seal. Through this campaign, Wet Seal added 9,000 followers in two weeks, and their Story was viewed more than 6,000 times in 24 hours - the most viewed brand story in Snapchat history at that time. It was authentic in that Meghan was naturally already excited about the holiday season, an emotion that translated well on the platform. During the 2013 holiday season, they leveraged 16-year-old blogger MsMeghanMakeup to tap into her existing social audience of more than 300,000 and help promote the newly launched Wet Seal Snapchat account. The key to Snapchat marketing for Wet Seal lies within their approach to influencer marketing. They currently operate nearly 200 stores across the U.S. Wet Seal is a clothing retailer that offers economically priced apparel, footwear, and accessories targeted at teen girls and young women. We took a deeper look at what some of the few retailers on Snapchat do most effectively, and what other retailers can learn from them. “If you’re not actively using the platform, you’re too far removed from understanding it,” Platco says. With those kinds of usage stats, it makes sense that retailers would meet their customers where they're hanging out online - particularly millennials, who have around $200 billion in annual buying power. on any given day, and a whopping 71% of its users are under that benchmark age of 34. According to the platform, Snapchat reaches 41% of all 18-to-34-year-olds in the U.S. It’s especially popular among millennials, a demographic that marketers hope to better understand and influence. The app has a user base of more than 200 million, a number that’s quickly catching up to Twitter and Pinterest. While Snapchat’s limited analytics information make it nearly impossible to determine true ROI, there are definitely incentives for brands to have a presence. “There’s a disconnect between getting people to convert.” Why Brands Are Moving to Snapchat “Retailers don’t see the space as something they can truly capitalize on,” Platco says. Now, global brands seek his expertise to help them with their Snapchat presence. At first, he just sent silly doodles to his 13-year-old cousin. Michael Platco, Snapchat artist/storyteller/content creator/consultant/influencer, was one of the app’s first users. Those numbers mean there’s lots of opportunity in the retail space to be an early adopter and leader with Snapchat marketing. That’s probably why 92% of retailers are selling on Instagram, and only 47% have ventured on to Snapchat. Snapchat is both one of the scariest and one of the most exciting social media channels out there.
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