River Island targets millenials with new Snapchat collaboration

By

Barbara Santamaria

Published
Sep 1, 2016

Leading UK retailer River Island has worked together with Snapchat to develop a number of bespoke branded filters which customers will be able to use exclusively on their Snapchat stories when in River Island’s 280 UK stores.

The ‘Snap & Share’ campaign, a first for the brand and UK retailers, supports the company’s new polaroid-inspired ad campaign, which features American model Lindsey Wixson as the face of the womenswear offering.

The Snapchat filters are designed to highlight key brand and cultural messages and will vary across the season. Customers are invited to visit River Island stores and share their images across social media channels for the chance to win a £1k shopping spree and digital camera.

“When devising a plan for the launch of our new Autumn/Winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content,” explained Josie Roscop, Marketing Director of River Island.

The image messaging platform has proved to be an important tool to reach the millenial customer and many brands, including Burberry and Sephora, have launched initiatives on the social media channel.

River Island’s ‘Snap & Share’ campaign launched this week and will run for three months.