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
D+ Research: Brands expand creator marketing strategies
Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products
Ad Tech Briefing: Google is morphing from media to tech, adland braces for impact
The entity formerly known as DoubleClick remains the runt of the Alphabet litter, while its cloud business continues to go from strength to strength.
OpenAI is already building the org chart of a mature ad business
Two job postings on its careers page suggest OpenAI wants third parties, not just its own sellers, to sell its inventory.