If you're ready for the brand new age of advertising, it's happening now: Saturday, Juicy Couture — the brand that is neither juicy nor couture — will start an advertising/marketing/something campaign on Snapchat, the app considered to be a teen selfie haven.
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.”
Juicy will be shooting its 2014 campaign — starring models Rosie Huntington-Whiteley and Emily DiDonato — on Saturday, and sharing images from the shoot — and from behind the scenes, one imagines — via Snapchat. If you're a fan of the brand or like to see models modeling, it's a chance to get an insider's view, or feel like you were there. Then it disappears, which might make you feel like you were special for having seen it at all. Plus, as Michelle Ryan of Juicy Couture points out: "Every image and video is a raw file and you only get one chance to get it right." So you might be seeing the "real," pre-Photoshop version of an ad. That said, it's such a sign of the times. Ads, so often, are the stuff you fast forward through on your DVR or flip by in a magazine. What does it mean when we're electing to follow brands on Twitter, Facebook, Instagram and Snapchat?