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snapchat stories PR Toolbox with Tribe Dynamics

A Fashion PR Guide to Snapchat Stories feat. Juicy Couture

While Snapchat has been around for nearly two years, until recently it was primarily the dominion of teens and college kids, with whom the 10-second auto-destruct feature of all shared images appealed. However, companies have caught wind of Snapchat's 8 million users and nearly 350 million daily uploads, with several fashion and entertainment brands taking the platform for a spin. Fashion designer Rebecca Minkoff made fashion week headlines with a Snapchat collection preview, and Karmaloop recently caught the attention of Ad Week for appealing to the platform's "young, risqué-minded demo."

Juicy Couture Snapchat Stories Campaign

In early November, Juicy Couture claimed another Snapchat first, sharing it's Spring 2014 campaign through the use of the latest app update, Snapchat Stories. Unlike the original photo and video sharing options, Snapchat Stories allows users to now send a stream of snaps to friends, and these narratives last for up to 24 hours.

The brand teased the event for days before sharing a behind-the-scenes look at the Spring 2014 photoshoot, even creating a stop/start style packing list as they "Went West" for the location. Once announced, and with the help of a star-studded cast, including Rosie Huntington-Whiteley and Emily DiDonato, the Juicy Couture Spapchat account instantly gained 1,000 friends who viewed the story , including set design, model hair/makeup and first looks, leaving behind their reactions and brand enthusiasm.

How Snapchat Stories Work

When you take a snap video that you would like to share, you simply add it to your compilation by tapping “My Story.” Over a 24 hour period, you can add additional snaps, knitting together the story that you wish to share. Once you’re happy with the story you can share it with any fans who have friended the brand on Snapchat. The beauty of Snapchat stories is that your brand and the content you share is free to evolve overtime, alongside the constantly updating and changing profiles of your fans.

Apart from its novelty, the exclusivity of a Snapchat story is what gives it its true appeal from a content-generation perspective. When creating your own brand narrative via Snapchat, your goal should be to share some element of the brand story that is unique to Snapchat. Behind-the-scenes access will likely outperform product-driven posts, as well any opportunity to engage existing Snapchat users in the campaign itself. The platform is fertile ground for brand creativity and the "now you see it, now you don't" appeal makes it possible to try out a multitude of content themes without a trace (except for hopefully thousands of new adoring fans!).

What do you think about Snapchat? Is it a fit for the brands you work with?

Photo Credit: rustman

About the author: Christina Goswiller


LA native Christina Goswiller traded palm trees for the Stanford tree, where she studied political science and graduated with honors in 2012. Since her move to San Francisco, she has fallen in love with the entrepreneurial spirit of the startup world. Christina is particularly interested in the growing importance of technology within the fashion industry, which she follow through her work with Tribe Dynamics.

One Comment

  • Posted December 2, 2013 at 9:19 am | Permalink

    I think it is very important for brands to target their customers in new and exciting ways. Snapchat would be great for brands targeting younger audiences since these are the people actively using Snapchat. The news Stories feature on Snapchat is great for brands to showcase themselves in a cheap and efficient manner.

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.