When Michael Kors ran the first sponsored Instagram post in 2013, the backlash was immediate. Today, Instagram feeds are full of brands’ ads — including more from Michael Kors, which is quite taken with the photo and video sharing platform. This summer, it premiered a video series on Instagram to promote its Jet Set 6 summer collection, featuring model Lily Aldridge.
Elsewhere, brands are getting creative with ads meant to feel native to whatever social channel they’re creeping onto. Take Calvin Klein, for instance, which ran racy Tinder ads this past fall. On Tinder, don’t be surprised if, when swiping left and right through the app, you come across a model wearing Calvin Klein jeans and briefs.
More in Marketing
The case for and against brands changing how they market to men after recent election results
Trump had significant support among young male voters in November. What should marketers make of that trend?
Marketing Briefing: Why marketers aren’t focused solely on ‘use it or lose it’ spending in Q4 anymore
Marketers are asking ad buyers to find more performance-driven ways to spend that will help them hit sales targets rather than simply dumping end-of-year ad dollars.
Drake-Kendrick feud shows how fandom has become a battleground
The long-running feud between hip-hop heavyweights Kendrick Lamar and Drake showcases modern fandom: intense and hyper-digital.