Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others
On Friday, in a snap posted by Kylie Jenner with her sister Kim Kardashian, Tiffany’s logo and signature robin’s egg blue appeared atop the photo and matching blue hearts dotted Jenner’s eyes. The selfie was a high-profile use of Tiffany’s first sponsored lens on the platform, part of the company’s biggest push on Snapchat yet.
Makeup brands like Maybelline, L’Oréal and Urban Decay have embraced sponsored Snapchat lenses in the past, particularly using the augmented reality technology to display different lipstick shades, but Tiffany is the first luxury brand to sponsor a lens, which also draws a white heart with the text “Return to Tiffany Love” scribbled on top when users smile into the camera. The heritage brand is expected to have spent around $700,000 for the activation, the estimated price for sponsored lenses as the company doesn’t disclose cost.
To read the rest of this story, please visit Glossy.
More in Marketing
The case for and against retail media networks as brand-building channels
Retail media networks pitch brand-building on shopper data, but ROI metrics, costs and budget fights hold them back.
Pinterest unveils new suite of ad tools, including Visual Search Ads, in its pitch to brands
For brands, Pinterest executives said, the opportunity is huge. Pinterest’s user base is growing and, importantly for many companies, young.
Future of Marketing Briefing: Creators are learning to pitch AEO, not just audiences
The next line in a creator’s pitch: I got cited