Lilly Pulitzer, the legacy women’s retailer known for its colorful printed patterns, is collaborating with Snapchat to offer custom Lilly prints for customers to stamp onto their own Snapchat photos.
When a customer enters one of Lilly’s 31 corporate stores across the country — including New York’s Madison Avenue location — she can swipe and access a bright printed so-called “geofilter” onto her snaps automatically.
“We love Snapchat and have been very keen on doing something unique with them for a while,” said Jane Schoenborn-Paradis, vp of creative communications at Lilly Pulitzer. “It’s such a visual platform and allows us to share our prints and enforce what we’re known for in a fun way.”
The feature kicked off on Sunday, June 21, to coincide with Summer Solstice, a day the brand celebrates every year with much fanfare. Calling it the “National Wear your Lilly Day,” Lilly Pulitzer asks fans to snap pictures of themselves in their Lilly garb and share it across social media using the hashtag #LillyinSummer.
This year, it enlisted influencers and even some “brand friends” — including Barbie, Saks and Elle Magazine — to share exclusive and original creative paintings on Instagram as part of its “Lilly 5×5” creative. As for the Snapchat geofilters, a new ones will be released every month until December, because Lilly is “always looking at the sunnier side of things.”
While Snapchat has emerged as an important platform for brands looking to target millennials, Lilly Pulitzer is the first fashion brand to create custom printed geofilters with the platform.
This isn’t the company’s first outing with Snapchat, either. In 2013 it hosted a “Snapchat Party” for its fans, where it asked them to snap pictures of their favorite in-store or online products for a sneak-peek into its latest collection.
“We have definitely started seeing an influx of millennials to both our stores and social chanels,” said Schoenborn-Paradis. “But that is just a piece of the whole pie. We pride ourselves in our multi-generational clientele.”
Why YouTube’s focus on competing with streamers may have hurt the platform as brands focus on TikTok
As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more.
Dentsu’s new global gaming lead reflects on gaming strategy ‘void’ in advertising, media
Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning is equipped to navigate these uncertain waters.
‘Time to go on the offense’: In a choppy ad tech M&A market, strategic investors eye deals
For many strategic investors, it's a good moment to put their corporate development teams to work.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Member ExclusiveDigiday+ Research: 60% of brands, retailers say holiday revenue will increase this year — slightly
Despite the current economic climate and perhaps not surprisingly following a record-breaking Thanksgiving shopping weekend, Digiday's survey found that the majority of brands and retailers expect revenue to increase during the holiday season over last year -- albeit only slightly.
Why Spotify makes Wrapped its annual marketing moment
As first-party data becomes increasingly important, so does Spotify's Wrapped end of year marketing campaign.