Michael Kors has come up with a fun, smart use of Snapchat that may just solve one of the key issues brands are facing with online shopping.
While purchasing a bag online doesn’t necessarily require a fitting room session before hand, shopping for clothes or accessories you actually wear on our body usually does (let’s say sunglasses). To advertise for its Kendall II shades, the brand Michael Kors set up a Snapchat lens on June 27th, which just happens to be the U.S. National Sunglasses Day (apparently, there is such a thing).
Just like any other Snapchat lens, this one allows users to take a selfie and the lens filter sets the sunglasses on their nose! So Snapchat users in the U.S. were able to have fun virtually trying on luxury sunglasses on for 24h and sending the results to their friends. This campaign leveraged the whole hype around the National Sunglasses Day and mixed it with the overall enthusiasm for selfies among millennials, which in result created branded moments in young people’s exchanges with their friends.
The Kendall II sunglasses being relatively affordable for a luxury brand (they’re priced 149$), targeting millennials through one of their favorite apps was a great way to secure some top-of-mind brand and product awareness for the model as the summer holidays are approaching.
I believe fashion brands should create similar campaigns to generate engagement around their products in a fun way, that focuses on the users and their friends, rather than focusing on celebrities and products. While it may be hard to develop a lens filter, it is worth it in terms of awareness and feelings towards the brand.