Upscale jewelry retailer Tiffany has become the first luxury brand to buy a sponsored selfie lens on Snapchat in an attempt to connect with a younger audience. The branded selfie lens transforms the eye color of users into Tiffany’s signature blue and adds heart-shaped branding on top. The lens received some extra exposure after scoring an unsolicited Snapchat post from Kylie Jenner and Kim Kardashian.
The branded selfie lens is just a start for Tiffany as the NYC-based company says it has more Snapchat campaigns planned. Throughout August, a branded Snapchat Geofilter will be made available at all 93 of its U.S. stores, and it will also be running video ads on Snapchat that appear in between users’ stories to amplify its brand presence.
What Brands Need To Do
With this initiative, Tiffany joins a growing list of brands that have tried out Snapchat’s unique ad products such as Sponsored Selfie Lenses and Branded Geofilters to connect and engage with users on the fast-growing social messaging app. Last week, both Maybelline and L’Oreal bought Sponsored Lenses in celebration of National Lipstick Day and leveraged the lens’ AR technology to virtually showcase how their products would look on users. For brands that wish to reach millennial consumers, Snapchat is a social channel with some great native ad units that should not be overlooked.
Header image courtesy of Tiffany’s Twitter