Supermarket Chain U Uses 'Fresh Stories' on Snapchat to Show Freshness
Laura McQuarrie — May 30, 2017 — Marketing
References: tbwa-paris & psfk
To make sure its customers know just how much it puts a premium on freshness, French supermarket chain U created a campaign called 'Fresh Stories' with creative agency TBWA Paris.
The fish labels at U feature Snapchat codes that can be scanned to get a glimpse into the life of a fisherman, a sales manager and a fishmonger. True to Snapchat's nature as an ephemeral social media platform, the content only lasts for 24 hours, so shoppers can be assured that both the content and the catch of the day are as fresh as they can be.
While there are plenty of campaigns on Snapchat that make the most of other features of the app, this one stands out for bridging the gap between social media and tangible objects in the real world.
The fish labels at U feature Snapchat codes that can be scanned to get a glimpse into the life of a fisherman, a sales manager and a fishmonger. True to Snapchat's nature as an ephemeral social media platform, the content only lasts for 24 hours, so shoppers can be assured that both the content and the catch of the day are as fresh as they can be.
While there are plenty of campaigns on Snapchat that make the most of other features of the app, this one stands out for bridging the gap between social media and tangible objects in the real world.
Trend Themes
1. Social Media Integration - The trend of integrating social media platforms like Snapchat with physical objects provides opportunities for brands to engage with consumers in innovative ways.
2. Storytelling Marketing - The use of 'Fresh Stories' on Snapchat demonstrates the power of storytelling to create emotional connections and highlight a brand's values.
3. Ephemeral Content - The popularity of short-lived content on social media platforms like Snapchat opens up opportunities for brands to create a sense of urgency and exclusivity.
Industry Implications
1. Supermarkets - Supermarkets can leverage social media integration to enhance the shopping experience and showcase their commitment to freshness and quality.
2. Creative Agencies - Creative agencies can explore storytelling marketing strategies to help brands connect with consumers on a deeper level and differentiate themselves from competitors.
3. Fisheries - Fisheries can utilize ephemeral content on platforms like Snapchat to share behind-the-scenes stories of fishing practices and build consumer trust in the freshness and sustainability of their seafood products.
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