Ohio University Strategic Social Media

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Tag: Snapchat

Donate Life America Campaign Pitch

“You never think it will happen to you.” This mindset gives us the courage to take risks, but it can also prevent us from taking action. Organ donation is a tough subject to approach, but what if we changed that? What if audiences of Donate Life knew exactly why organ donation was important and how they could help? Thanks to social media, it is now easier than ever to get a message out. We believe that Donate Life can achieve this by utilizing the existing channels of Twitter and Facebook and expanding its messaging to Snapchat.

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Audiences of Donate Life span all age groups, but social media would allow for targeting of certain demographics. The combined advantages of each channel – Facebook’s storytelling, Snapchat’s personal touch, and Twitter’s condensed updates and widespread reach – provide the perfect combination for a successful campaign. Donate Life already has proven its success on Facebook and Twitter through storytelling and emotional messaging, but there is always room to improve. A campaign focused on raising the overall awareness of organ donation with an objective of increasing numbers of registered donors would result in better brand recognition, higher engagement and a difference in donor numbers.

If anyone knows how valuable life is, it’s the audiences of Donate Life. This campaign would relay the idea that organ donation is a basic human responsibility. It only takes a minute to register, but that minute can mean years of a healthy life to someone in need.

Instagram & Snapchat: The New Hustle (A SXSW Panel Discussion)

By Erica Stonehill

I had the privilege of attending this year’s South By Southwest (SXSW) Film, Interactive and Music conference in Austin, TX. My mind was flooded with information about what was next for music, as well as social media and its involvement in the industry.

Instagram and Snapchat: The New Hustle was one of my favorite sessions I attended. This panel featured Julz Goddard, best known for her huge following as a Snapchat influencer, Sheila Hozhabri, Director of Digital Marketing for Crowd Surf/Reign Deer Entertainment, and Aubrey Flynn, Vice President of Digital for Combs Enterprises.sxswpanel2

One of the main things discussed was the difference between using Snapchat and Instagram, and social media in general, as an artist or influencer vs. as a brand.

Goddard explained that as an influencer, she sees Snapchat as a raw and authentic platform that appeals to the public’s need for reality TV. She has found that she receives more engagement and replies from her fans when she pos
ts a snap asking what shoes she should wear, rather than promoting an event or product.

“People just want to feel like they’re a part of what you have going on,” she explains.

Flynn has experience on both sides of the equation, as he works alongside Sean Combs himself, as well as his many brands, such as CIROC and REVOLT.

He says it’s important to create a character for your brand that is in line with your target audience because it brings a personal, relatable touch to the company. This is simple in his case, because Flynn can channel Combs’ voice in his brands’ media.

Another great insight was one from Hozhabri who manages digital marketing and strategy for artists such as Miley Cyrus, Britney Spears and Steven Tyler, among many others. When asked how important it is for entertainers to be on the forefront of social media and new developments, she said that artists don’t need to be early adopters.

“It’s all timing,” Hozhabri says. “You don’t have to be first; it just needs to work.”

Goddard echoed this, saying that as an influencer, she isn’t going to get involved with a new platform if it doesn’t feel right. You can tell when artists feel uncomfortable on certain social media, and it’s clear to fans that they aren’t into it.

There were so many huge takeaways from this panel and many other sessions at SXSW. I could write an entire book with all the notes I took. But I believe this discussion brought up great points, some of which I wasn’t able to touch on.

Many sessions were recorded for either podcasts or livestreams. If you’re interested in learning more of what I did, check out the official SXSW website!

Ashley Osborne: Discusses working on Warner Brothers Pictures account & being @PROUDOFMYCROWN creator

by Shyann Williams

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Ashley Osborne is a recent graduate from Ohio University E.W. Scripps School of Journalism. I had the opportunity to work with Ashley my sophomore year in an organization she created in 2013 called Amplified Communication, a PR, marketing and event planning organization catered to amplifying and connecting millennial entrepreneurs and their brands. Ashley is currently a social media coordinator at a digital marketing agency, Resolution Media working on the Warner Brothers Pictures account. She is also very active on her personal social media accounts and is the creator of @PROUDOFMYCROWN. I have always looked up to Ashley as a professional in the marketing and public relations field, she has played a huge part in the young professional I have become. I knew instantly that I wanted to interview her and was very excited to hear her insights on the social media industry.

SW: What’s your favorite social media outlet and why?

AO: Wow, just one? My favorite social media outlet, right now, would have to be Facebook because I am learning a lot about Facebook and how lucrative it is. Facebook is one of the first social media platforms to introduce advertising and gain billions in revenue. Facebook has helped me stay in touch with friends, find housing arrangements, plan events, share media with people who care about me and many other things. It’s so personal and their technology is getting better at serving me the content that I want to consume.

SW: Which social media platform do you think is here to stay and which one has the biggest impact on social media marketing? What do you think is the most important upcoming trend in social media and why is that trend important?

AO: Facebook is absolutely here to stay and has also changed the game when it comes to digital advertising. If Facebook didn’t exist, my current job wouldn’t exist. Facebook is actually one of the few publicly traded companies that earns a profit each year (no shade to Twitter). That says a lot! Facebook is extremely global and improving day after day. Facebook was the first social media platform to give marketers the opportunity to advertise. Their advertising technology is awesome because they have so much data! I always recommend brands to allocate much of their budget to Facebook advertising. Facebook also owns Instagram, so that’s that. The most important trend rising in social media is the way people engage on social media during live events. Brands need to get active in the social digital spaces where they belong. Advertisers are essentially authors of culture, so it’s important for brands to stay on top of cultural current events in the most authentic way. Meet people where they are and take advantage of being engaged and creating “moments” (this is where Twitter shines). Moments create memories and brands want to be remembered.

SW: What people/organizations do you follow to stay up-to-date on social media trends and why?

AO: I’m lucky enough to have relationships with representatives at social media companies; Facebook, Twitter, Google, Snapchat, etc. because of my job. So we get first updates on new products and trends because it’s a two-way street. People who work at social media companies want our agency clients to spend budgets on their products, so they make sure we’re always up-to-date on the latest technology updates and social media products. I also use Facebook and Twitter to keep up with news that is passed around my friends in the industry.

SW: What companies/organizations do you think are “doing it right” when it comes to social media? Why?

AO: I think that Dove does an amazing job with social media. From their campaigns to their day-to-day presence, they stay true to their brand and seem to get better and better with each new campaign they run. I also really appreciate entertainment brands on social media. They don’t directly try to sell you a product, but rather an experience.

SW: Being a professional in the social media field, how do you bridge the gap between being a professional while also maintaining your personal brand on your social media?

AO: I would say it’s fairly easy. My personal and professional are pretty much one in the same. My job is what I do, but it’s not necessary a complete representation of who I am. I love my work, but it’s not the one and only thing I love, so I show those layers of me on social media as well. Also, I think that working in the space has given me a special perspective on social media. You can be anyone you want to be on the Internet. I carefully post things that I want to represent me and that my parents would be proud of. I’d rather not give people a reason to get the wrong impression of me. Knowing myself helps.

SW: Of all the projects you’ve worked on, what has been your favorite dealing with social media thus far?

AO: My favorite social media project this far would have to be my current job. I work at an agency, but my only client is Warner Brothers Pictures. I am a paid social media coordinator and this position has allowed me to learn a lot about strategy and execution of paid social media campaigns. I run campaigns for all the WB movies and I have learned SO much about digital marketing. There is a true art and science to social media. Acquiring this knowledge and these skills about a space that I have loved since its existence is irreplaceable and I’m excited to see where this job will take me!

SW: Explain @PROUDOFMYCROWN and why you created it?

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AO: @PROUDOFMYCROWN is a platform where I display the crowns of Black men and women; their crowns being their natural hair. I created this for two reasons: I’ve been passionate about wearing and embracing natural hair since high school. When I finally decided to make that transition, I noticed that a lot of the content I’d research was always catered to women, not so much for men. But I thought, I know plenty of black men who grow their natural hair out instead of cutting it down to a fade or taper; where is their love? So I created the platform to showcase both sexes. I plan to add more layers onto the platform once I have the following, turning it into a platform to promote entrepreneurs, stylists and artists. I also created this platform to show companies and brands that I want to work with that I’m able to build, manage and art direct social media platforms. I have paid social media experience via my job, but @proudofmycrown will be managed and grown organically.

SW: What is one piece of advice you would give to an aspiring social media professional?

AO: Be a user of social media! You’d be surprised about how many people work with social media, but don’t use it actively, so they don’t always have that first-hand knowledge of updates and nuances that you can only learn by experience. Show people what you can create on social media. Be cautious of what you post on social media – yes, people are watching! Keep up with platforms and learn what their strengths and best purposes/practices are. Knowing these things will be of great help when you are creating and executing social media strategies and campaigns for your clients! Use social media as a research tool.

Ashley dropped several gems in this interview, it was very interesting getting insight from a professional in the social media industry. I loved how she discussed Facebook’s importance in the social media industry because I often hear people talking down on the network and I also believe it is here to stay. Also, your personal social media accounts are a great way to gain experience on social media is something I took from this interview. This was a very inspiring talk with Ashley, I am excited to experience a professional career in social media.





Rob Mixer Returns to Strategic Social Media

Rob Mixer speaks with students from Strategic Social Media

Rob Mixer speaks with students from Strategic Social Media

Rob Mixer, digital content and community manager for the Columbus Blue Jackets and E.W. Scripps School of Journalism alumnus, made a return visit to speak with students of Strategic Social Media.  Mixer discussed the Blue Jackets social media strategy that placed community engagement first in philosophy he called “Humanize, then Monetize.”  For a full recap of Mixer’s presentation, follow the archived Live Tweet session written by students.

For more insights about how social media is used in the Advertising and PR industry, follow #ouj4530 on Twitter.

How the #LastSelfie Campaign Took the Road Less Traveled and ROCKED It

By Ciara Sebecke

Snapchat is an uber-popular social media platform that is often uncharted territory. Finessing this platform is a tough code to track but solving it is many a marketer’s dream. When the World Wildlife Fund embraced this tricky platform in their latest #LastSelfie campaign, using Snapchats as a metaphor for endangered species, they truly rocked it.

Agencies UncleGrey and 41? 29! knew that “Generation Y” used Snapchat more than any other platform, and wanted to get WWF’s message around that if we don’t do something about endangered species, we may not ever see them again.

WWF encouraged users of the platform to follow their Turkey, Denmark, and Italy accounts. They would then post images and send Snapchats to users with messages like, “Don’t let this be my #LastSelfie,” “Better take a screenshot this could be my #LastSelfie” and “In 6 seconds, I’ll be gone forever, but you can still save my kind.”

Snapchat was truly the ideal platform for this campaign with timed messages that perfectly symbolized the endangered species’ time running out.

This campaign was not only brilliantly thought out, but wildly successful. In the first day there were 40,000 shares on Twitter globally, with media coverage from Fast Company, Ad Week, ABC, and Snapchat themselves. The WWF reached their fundraising target for the month in 3 days, according to the agencies. The campaign was even extended because it was so successful.

What makes this campaign such a #SocialWin? 

Engagement with the audience. Not only did a ton of millennials engage with the WWF accounts by screenshotting and sharing the images to Twitter and Facebook, but the WWF engaged with their followers as well. Sending snaps to individual users makes them feel super special and increases their likelihood to snap that screenshot and share the image.

Dominating multiple channels with one campaign. WWF really killed two or three birds with one stone on this campaign. But by making the images so shareable, Snapchat users took the campaign to Twitter and even Facebook without WWF’s interference. This is not a campaign where the organization is forced beg for retweets. They knew that the heartfelt messages and adorable animals would go viral among their intended audience.

Successfully using a new social platform for advertising. A handful of marketers have tried to use Snapchat for strategic communication but few, if any, have succeeded. This campaign felt natural for the platform where other campaigns felt forced. The #LastSelfie campaign really resonated with the audience at an emotional level. (It is also important to note their successful use of “selfie culture.” Many campaigns that have played on this in the past felt awkward and unnatural.)

Creating a successful campaign from scratch. One of the reasons that WWF decided to focus on a social media strategy utilizing peer to peer sharing and word-of-mouth advertising was their lack of a budget. They had no media budget for this campaign but generated a ton of earned media and social capital. The fact that the campaign was so successful and in such a short amount of time proves that it truly went viral on its own and not from paid media or purchased impressions.

The #LastSelfie campaign was no doubt a #SocialWin from a successful and creative non-profit organization. If there was anything to improve on, it would have been extended the campaign to even more countries!


Campaign Look: WWF’s ‘The Last Selfie’ Uses SnapChat To Stir Emotions



Campaign Look: WWF’s ‘The Last Selfie’ Uses SnapChat To Stir Emotions



Snaps for WWF’s #SocialWin

The Danish branch of World Wildlife Fund (WWF) launched the #LastSelfie Snapchat campaign to create immediate awareness about endangered animals in 2014. WWF focused on tigers, pandas, orangutans, rhinos and polar bears for photos used in the campaign according to an article from PR Newswire. WWF incited a feeling of urgency by using what Pew Research Center claims as one of today’s most popular social media channels.

WWF operated with the key insight that endangered animals have increasingly limited time on earth if we don’t take action. It used Snapchat under the handle @WWFpanda as its resource to not only draw a parallel to the concept of endangered species’ limited time, but also engage young adult Snapchat users. The campaign was created in conjunction with Grey Group global agencies 41? 29! In Turkey and Uncle Grey in Denmark, according to PR Newswire. 41! 29?’s website laments this insight.

“An image sent with Snapchat, when viewed, disappears in second, with no chance of being seen again. Just like the animals WWF protects,” it says under 41? 29!’s #LastSelfie case study page.

WWF posted photos of animals to its Snapchat story for ten seconds each with a message stating that they’d be gone forever in the seconds ticking on the right corner of the snap. It offered a solution. Text saying, “But, you can still save my kind #LastSelfie,” and a prompt to send an SMS to WWF were in the snap to create the action step of a donation.


Image from webbyawards.com

In one week the Snapchat campaign yielded 40,000 tweets that hit 120 million Twitter timelines mentioning WWF’s #LastSelfie. This means that #LastSelfie was exposed to 50% of all active Twitter users at the time. Snapchat itself retweeted about the project on its Twitter, according to WWF’s justforthis.com.

The campaign was a People’s Voice for Social Media Campaigns Webby Winner in 2015. The Social Media Campaigns Category is for, “social media campaigns that utilize one or more Social Media Channels (i.e. Facebook, Twitter, Tumblr, Pinterest, Instagram et al) to promote an build an organization’s brand and community,” according to the Webby Awards website.

The campaign received attention from AdWeek as well. Michelle Castillo’s article “Selfies Just Got Real” on AdWeek’s website calls the campaign, “a sobering spin on the selfie.”

#LastSelfie is a both a #SocialWin and #NonprofitWin for WWF. Nonprofits ultimately strive to get their messages out to raise awareness and subsequently raise money for a cause using cost-efficient channels. The #LastSelfie campaign did just that for endangered animals. It reported that 120 million Twitter users saw the campaign in one week, and that its fundraising goal for the month was reached in just three days, according to justforthis.com.

This #SocialWin is all with photos of animals that WWF likely already had or easily obtained, and simple text placed into a fast-paced, ever-changing social media channel. Had the campaign been these same images in a more permanent atmosphere such as Twitter or Facebook, the campaign likely would have been less effective.


41? 29! (2016) #LastSelfie Case Study. 4129 Grey. Retrieved from http://grey.com/turkey/work/key/last_selfie/id/6568/

Castillo, Michelle. (2014) Selfies Just Got Real. AdWeek. Retrieved from http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

Dougherty, Owen. (2014) Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered Animals. PR Newswire. Retrieved from http://www.prnewswire.com/news-releases/grey-and-the-world-wildlife-fund-use-snapchat-to-raise-awareness-of-endangered-animals-255662491.html

Lenhart, Amanda. (2015) Teens, Social Media & Technology Overview 2015. Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

World Wildlife Fund. (2014) World Wildlife Fund. Retrieved from: www.justforthis.com

The Webby Awards. (2015) The Webby Awards. Retrieved from: http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/



Burberry first major fashion brand to conquer Snapchat

By Erica Stonehill

As Snapchat has picked up momentum among millennials, brands of all industries have been working to establish themselves on the platform. The fashion industry specifically has struggled the most with this, unsure of how to use the app to their advantage. Burberry, however, may have cracked the code.

Burberry has often been an early adopter of new media; they were the first fashion brand to launch a channel on Apple Music in September 2015. They proved their innovation, yet again when they tapped into the curiosity of millennials and shared their spring and summer lines on Snapchat a day before the London Fashion Screen Shot 2016-02-08 at 11.55.17 AMWeek launch. This approach was such a success, earning them the number six spot in Ad Here’s “Top 10 Influential Social Media Campaigns of 2015”  that they decided to try it again by taking fans behind-the-scenes of their spring 2016 photoshoot. Christopher Bailey, Burberry’s chief creative and chief executive officer said they wanted to, “play with the traditional format of an advertising campaign to make it much more immediate and accessible.” Queue the first ever 24-hour fashion campaign.

Through their partnership with Snapchat, Burberry became “instant and genuine,” two very important attributes in today’s society. The fashion industry is often criticized for not being transparent or honest enough in their campaigns. This approach allowed fans and followers of the brand to see what goes on behind-the-scenes of a fashion shoot, and while the brand was able to pick and choose what they posted to the live story, it still appeared to be raw and unrehearsed.

Similarly, the spontaneity of the campaign created a sense of urgency among followers. Since the snaps would only be live for 24 hours and the actual campaign wouldn’t be released until January of 2016, fans were given a reason to follow along with the story. Marketing Magazine dubbed the campaign “the best piece of marketing in 2015,” saying, “FOMO [fear of missing out] is rife, and exclusive Testino shot fashion ranges that last 24 hours are as good a reason as any to be there in the right place at the right time.”

A way for Burberry to extend the success of this campaign would be to partner with prominent models in the fashion industry and have them promote important release dates and collections. A New York Times article quotes a 12-year-old from Manchester, England saying rather than follow brands on Snapchat, he and his friends follow people “close to the streetwear brands” who snap release dates or locations where products can be bought. So while Burberry’s target audience is probably a bit older than 12, the same principle applies. Because Snapchat allows for fans to feel more engaged with celebrities, they enjoy following those people who are prominent in the industries they are interested in. If Burberry wants to increase engagement and conversion rates with their target audience, they should utilize those models or designers who are already engaged with that group.

Other fashion brands like Louis Vuitton and Micheal Kors have tried, and ultimately failed, to use Snapchat as a springboard for fan engagement, but Burberry seems to have conquered the beast. By focusing on the innate sense of curiosity we all have, as well as the need for instant gratification, Burberry was able to partner with Snapchat for one of the best social wins of 2015.



David, Eunice. (2015, December 11). Top 10 Influential Social Media Campaigns of 2015. Retrieved from http://www.adherecreative.com/blog/top-10-influential-social-media-campaigns-of-2015

Drain, Kelsey. (2015, October 21). Snapchat Teams Up with Burberry, Mario Testino for Exclusive Look At Upcoming Ad Campaign. Retrieved from http://www.fashiontimes.com/articles/23812/20151021/snapchat-teams-up-burberry-mario-testino-exclusive-look-upcoming-ad.htm

Kirkham, James. (2015, October 22). Why Burberry’s Snapchat Testino campaign is the best piece of marketing in 2015. Retrieved from http://www.marketingmagazine.co.uk/article/1369558/why-burberrys-snapchat-testino-campaign-best-piece-marketing-2015

Paton, Elizabeth. (2016, February 4). Fashion Industry Scrambles to Find Use for Snapchat. Retrieved from http://www.nytimes.com/2016/02/05/fashion/fashion-snapchat-app.html

Navarro, Andrea. (2015, October 22). Burberry Used Snapchat, an iPhone, and a Bunch of Your Favorite Models for Their New Ad Campaign. Retrieved from http://www.teenvogue.com/story/burberry-snapchat-spring-summer-2016-campaign

Wilbur, Hayley. (2015, October 22). Burberry shoots Spring 2016 campaign live on Snapchat in a fashion first. Retrieved from http://mashable.com/2015/10/22/burberry-ad-campaign-snapchat/#d8Toka16bmq8

The Selfie’s that Changed Snapchat

By Justin Gamble

It was harder than I thought it would be to think of a social media campaign that I’d consider to be a social win. I mean, I’m on social media constantly, I probably see at least ten different campaigns everyday. I really wanted to write about a campaign that had a big impact on not just the company that implemented the campaign, but on everyone that witnessed it. In my research I came across a campaign that I was surprised I hadn’t heard about before: the World Wildlife Fund’s (WWF) Snapchat campaign called #LastSelfie.

If you aren’t familiar with the WWF, it is the worlds leading conservation organization. Working in more than 100 countries and having over 5 million members worldwide, the WWF is an enormous influencer on how we treat our planet, animals, and climate. The WWF is completely funded by donations made to the organization. You’d think a cause as good as the WWF would have no problem receiving enough donations to function, however that’s not always the case.

The WWF ‘s #LastSelfie campaign was introduced in 2014, just as Snapchat was starting to become a big player in the realm of social media. The WWF wanted to target the Millennial generation because they are a lot harder to reach via classic forms of advertising. Snapchat is an application, used predominantly by teenagers, where a user can send an image to someone else for a maximum of ten seconds and then the image vanishes for good and is gone forever. Using this to their advantage, the WWF saw an opportunity to raise donations and awareness amongst the Millennial generation.

Users who followed the WWF on Snapchat were sent a picture of an endangered animal that, just like a Snapchat picture, could vanish at any moment. Each picture featured a call to action requesting either an SMS donation or asked the recipient to take a screenshot and share it with their social network to raise awareness. The sharing of the pictures was vital to the WWF’s campaign seeing as they operated this campaign with zero media budget. The WWF knew going into the campaign that sharing via social networks would be critical for the campaign to be successful so they partnered with some major social influencers to help get the campaign trending.

Pictures of various endangered animals accompanied by text urging the viewer to donate and share the picture.

Pictures sent by the WWF to users that were apart of their Snapchat network. Photo taken from Webbyawards.com

The Mobile Marketing Association noted that within the first eight hours of the campaign, there was already 5,000 tweets that had been seen on 6 million Twitter feeds. As impressive as that is, after just one week of the campaign, 40,000 tweets reached as many as 120 million twitter users, which was roughly half of all active Twitter users at the time. Not only was the reach of the #LastSelfie campaign incredible, but the results for the WWF were equally as impressive. After three days, before the #LastSelfie had even reached its peak, the WWF had already reached its monthly funding target.

I think it’s obvious that this was a huge social win for the WWF. Half of the worlds Twitter population at the time was exposed to the campaign despite it starting out as a Snapchat campaign. The correlation between the permanent disappearance of a picture and the permanent disappearance of an animal species really hit home for a huge part of the Millennial generation. The campaign was featured by companies such as Fast Company, Adweek, Creativity Online, Reuters, NBC and many others as “one of the most clever uses of Snapchat and the selfie trend”. I don’t think I could have come up with a better advertising campaign with no media budget. The combination of using Snapchat to raise awareness about endangered animals was a truly genius marketing strategy.

If you are interested in donating to the WWF you can make a donation here.




#LastSelfie. (n.d.). Retrieved February 06, 2016, from http://www.justforthis.com/


#LastSelfie. (n.d.). Retrieved February 06, 2016, from http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/


MMA Case Study Hub | #LastSelfie. (n.d.). Retrieved February 06, 2016, from http://www.mmaglobal.com/case-study-hub/case_studies/view/31740


WWF Snaps #Lastselfie of Endangered Animals. (n.d.). Retrieved February 06, 2016, from http://www.adweek.com/news/advertising-branding/wwf-snaps-


WWF’s #LastSelfie Reaches Millennials, Underscores Snapchat Constraints. (n.d.). Retrieved February 06, 2016, from https://www.clickz.com/clickz/news/2340740/wwf-s-lastselfie-reaches-millennials-underscores-snapchat-constraints


Burberry Snags #SocialWin During London Fashion Week

By Emily PetersonBurberry custom Snapchat ghost

High-end designer Burberry made a risky social media move before London Fashion Week in September of 2015 that most have come to think of as a social media win. The brand previously received positive feedback on the social media platform Snapchat, receiving 100 million impressions promoting a menswear show on the mobile app. They decided to channel that Snapchat success by releasing behind the scenes content of their Spring 2016 clothing line the day before the fashion show, and collaborated with Snapchat to curate a live show of Burberry with crowd-sourced footage.

Burberry CEO Christopher Bailey explained the purpose of this decision, which many deemed risky because people would see the clothes before the show, and they are usually kept under wraps until the big reveal. Bailey said featuring Burberry’s collection on Snapchat would, “allow a unique, real time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway.”

Burberry based this decision on making the brand more, “immediate and accessible,” and it was the first fashion campaign of its kind. The decision to release footage of the clothes before the show is similar to that of Volkswagon before the 2012 Super Bowl. They gambled by releasing their Super Bowl commercial the day before the big game, and forever changed the way Super Bowl campaigns are done.

The brand highlights the fact that users who follow Burberry would only have “24 hours to view the spring/summer campaign and footage captured during the shoot before the content disappears.” While we all know it is possible to screenshot a snap and keep it for longer, the immediate, behind-the-scenes feel delivered by this campaign is truly something that only Snapchat could give to consumers, which is why Burberry chose this platform. The famed photographer in charge of the event, Mario Testino, stated that the goal of the event was to, “open up a completely new way of capturing and sharing content – with the result being much more instant and genuine.

The campaign was announced only a few days before the live footage would be available on Snapchat, keeping with the spirit of the campaign itself. The pictures and footage were then shot by Testino and released the day before the Burberry London Fashion Week show, with Testino offering a variety of photos and videos. These included still snaps of the new models being introduced for the Spring 2016 Line, models posing in the new clothing and interactions among the models between takes.

I’ve deemed this campaign a social win, and many industry leaders seem to agree. While it’s difficult to find statistics on the number of impressions this campaign received because of Snapchat’s fleeting dynamics, many public relations news sites categorize Burberry as one of few UK brands “making it work” on Snapchat. This is due in part to keeping with the true spirit of Snapchat and taking all pictures on an iPhone, even if it means low-quality footage. One of the leaders of the campaign said, “This is about being quick and easy. It’s lo-fi, and it’s meant to be poor quality; otherwise, people won’t buy into it.” Because consumers and industry leaders deem the campaign authentic, Burberry has been able to succeed on this platform.

To engage users more, I would improve the campaign by shooting quick interviews with each of the new models on Snapchat to take them from being mysterious figures to real people. By showing off their personalities and letting them engage with consumers, it makes the brand even more relatable and fun, which is one of their goals with Snapchat.

Faull, J. (2015, September 18). Burberry ups Snapchat investment with landmark London Fashion Week campaign. Retrieved February 05, 2016, from http://www.thedrum.com/news/2015/09/18/burberry-ups-snapchat-investment-landmark-london-fashion-week-campaign
Kharpal, A. (2015, September 18). Burberry to reveal clothes on Snapchat before runway. Retrieved February 05, 2016, from http://www.cnbc.com/2015/09/18/burberry-to-reveal-london-fashion-week-collection-on-snapchat-before-runway.html
Milnes, H. (2015, December 02). How Burberry became the top digital luxury brand – Digiday. Retrieved February 05, 2016, from http://digiday.com/brands/burberry-became-top-digital-luxury-brand/
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