Tag Archive for Snapchat

ARe you ready for the next tech revolution?

By Elettra Cantore, Intern at Acceleris

Once again, technology is proving to be an essential tool for modern business.

Snapchat recently launched a new set of augmented reality (AR) features designed to encourage users to buy products directly from its app. This was among the first instances of AR being commercialised for a mass consumer audience.

AR is transforming the online shopping experience. Unlike virtual reality (VR), which creates a fully artificial world, AR integrates computer-generated information on a user’s environment in real time, thus providing a composite view. In other words, with AR, you can experience just about anything you can imagine, but in the real world.

Thanks to Apple (ARKit) and Google (ARCore), which have facilitated this change by embedding AR software into their systems, the retail, beauty and fashion industries have begun an evolution.

One of the first companies utilising this innovation has been Ikea. In collaboration with Apple, Ikea allows you to visualise how products would look, feel and fit in your home. With a scale of 98% accuracy, it provides true-to-life representations of the texture, fabric, lighting, and shadows that could make their way into your home.

Retailers have been experimenting with virtual try-ons for years; especially in the fashion industry, where tech-savvy retailers rule the roost. The first brand which launched the Dressing Room App was GAP, letting shoppers ‘try on’ clothes with no need to physically enter a store. All it needs is your height and weight and the app will develop a virtual 3D model, ready to be dressed up as you like. If you then like the way garments look on the model, the app enables you to buy products directly.

The innovation of AR is a refreshing addition to the social media and retail markets and one which brands should start taking advantage of. In Snapchat’s case, a foray into virtual reality (VR) tech proved unprofitable with only 0.08% of Snapchat users purchasing a pair of its VR goggles according to TechCrunch. AR however makes sense for Snapchat and many retailers. Without the need to invest in hardware, ecommerce companies and B2B businesses alike can facilitate a more frictionless shopping/sales process by pushing their products to consumers in new and exciting ways.

All of this is great for consumer marketing campaigns, but does it have the same implication for B2B campaigns too? The answer in short, is yes!

The tech enables a more streamlined sales process. It provides brands with alternative ways to reach audiences, whether it’s used for events, demos, training or presenting services, solutions and products.

Just like consumers, business needs to know if a product or service ‘suits’ them. AR gives brands the opportunity to let its customers ‘try things before you buy’, whether it’s equipment for the office, demonstrations of service processes to see how they work in the ‘real world’ or tour of venues for possible events. AR has just as much, if not more, relevance in a corporate environment.

Of course, AR shouldn’t be seen or treated as a standalone activity. It is not just the latest fad but nor is it a silver bullet that will fix everything in one shot. In order for it to be really successful, and deliver maximum returns, it must be part of fully integrated campaigns that provide the same user experiences throughout the customer journey.

We’re working on a number of AR campaigns for our clients which will allow them to provide greater levels of engagement for their customers. It will allow them to experience the product or services before they buy, therefore making sure they make the right purchase for their needs.

At Acceleris, we create integrated communications strategies for all our clients. If you want to have a chat about how we can use AR to really help your business … or if it’s actually just ‘reality’ you want from your communications, we do that too! Get in touch…

 

Could you benefit from snapping up the latest trend in content marketing?

In a world where we’re exposed to up to 5,000 marketing messages a day, no longer is it enough to be in the right place at the right time. Instead, a content-led approach which delivers interesting and valuable information, is crucial to cutting through the digital noise and truly engaging audiences.

Brands are spoilt for choice when it comes to choosing a platform on which to share content. A recent trend in content sharing is to do so using Snapchat. Snapchat is a mobile messaging app that enables its users to share photos, videos and text, all of which last for only a brief amount of time before disappearing forever. It has an estimated 100 million daily active users globally, receives approximately eight billion video views per day, and is the third most-popular social media network today.

Yes, these figures are impressive, and perhaps I’ve just opened your eyes to a pool of potential consumers you knew nothing about but don’t worry, you won’t be the only one. The most important thing to know about Snapchat is that, it’s where you’ll find two of today’s largest target markets; millennials and Gen Z. With 71% of Snapchat users being under the age of 34, it’s an ideal platform to engage a younger demographic of consumers.

This blog details the fundamental elements of effective content marketing as identified by us here at Acceleris, and considers Snapchat’s ability to capitalise on these by looking at examples of its use by a couple of British brands.

Timing

Timing, pro-active and re-active, can significantly impact the effectiveness of content marketing. There is a great amount of added value to content campaigns that are timed to perfection. Snapchat enables both planned and real-time marketing with which audiences can engage and interact.

Cadbury for example, used the mobile app to promote its ever-favourite Cadbury’s Creme Egg during Easter. The company is the first confectionery brand to use Snapchat’s Sponsored Lenses function, which allowed users to decorate their snaps with a specially-designed overlay as part of its award-winning ‘Have a fling with a Creme Egg’ campaign.

cream_egg_snapchat_campaign

Source: Cadbury’s Creme Egg

 

The seasonality of the Snapchat lens gave the campaign immediate context and relevancy. It received an overwhelming reaction and saw great levels of interaction receiving over 11 million views from Snapchat users, including famous blogger and YouTube star Zoella, who shared pictures of herself enjoying the Cadbury filter to her millions of followers.

Exclusivity

We live in an age of excessive personal sharing; sharing of information, experiences, opinions and purchases. This is what’s known throughout marketing as social currency. Social currency is a concept built around the idea that individuals share information that benefits them to do so. Social psychologists identify the main driver of sharing information as a need to feel a sense of personal value. Put simply – we like to show off! Brands are becoming increasingly aware of the value of playing on social currency to promote themselves.

Snapchat as a mobile app excels in utilising FOMO – that’s ‘fear of missing out’ by the way – and making user’s feel like they are part of an inner circle. The ‘Burberry Snapchat Show’ is the perfect example of the use of Snapchat as harnessing the power of FOMO.

 

Social-Currency-White2

Source: Mike Phillips – Eat, Sleep, Social

The luxury fashion house used Snapchat to stream a first look at its spring/summer 2016 collection the day before it hit the runway at London Fashion Week in October last year. The images were only viewable for a period of 24 hours before disappearing forever, creating a sense of urgency among fashionistas who clambered to Snapchat to authentically experience the fashion-first.

The brand’s chief financial officer Carol Fairweather previously revealed that its use of Snapchat to promote a show was the best the brand had had in terms of digital engagement producing approximately 100m impressions.

 

close-ups

Source: Burberry’s Snapchat Show

 

At Acceleris we understand the value of content and work with all of our clients to produce and place content that will penetrate target audiences which are increasingly harder to reach. Our six-stage content marketing process is grounded in brand and consumer insight and is proven to increase brand awareness, foster brand advocates and reach new consumers and audiences.

Check out our online content marketing presentation that explains our process and the expertise that goes into its delivery: https://prezi.com/content-marketing/

By Mollie Robinson, a third year PR and Communications student from Leeds Beckett University, who joined Acceleris for a work placement in April 2016.