Month: June 2018

CANNES, France–Many brand marketers love to say they value bold ideas and taking risks, but few would likely have the stomach for a project like Breaking2. Both ambitious in goal and massive in logistical scope, Breaking2 was Nike’s attempt to run a marathon in less than 2 hours–which would require beating the current record not…

Sustainability is not a new concept in the fashion industry. The past decade has seen the rise of eco-friendly brands such as Reformation, Veja, and Simon Miller. Luxury fashion houses such as Burberry have reportedly shifted towards a more ethical approach, and more household names like Gap and Nike have followed suit. But what the…

Voters in Brazil are set to go to the polls and choose a president starting Oct. 7 and running through Oct. 28, and the Comprova initiative was established to help ensure that the news those voters see is authentic. Platforms including Facebook, Twitter, Google and NewsWhip are teaming up with First Draft, a project based…

Snapchat has released a new tool to appease its wavering influencer community. Following Snap’s big push into commerce, the company is now making its native commerce feature available to top creators.

The program began on June 28 with Kylie Jenner as the launch partner. Within a snap video posted around 6 p.m. Eastern time that showed The Sorta Sweet Palette for Kyshadow, Snapchat users could swipe up to buy the product. The experience is akin to the native commerce function Snapchat has in its own in-app store and its recent partnership with SeatGeek to sell tickets. Users add and can choose to save all their credit card and shipping information in Snapchat without having to go to another site.

 

A Snap spokesperson said Snap is not taking a commission. The choice of Jenner to try out the new service is notable since she helped wipe $1.3 billion off Snap’s market cap. The Snap spokesperson said the commerce for creators program is now in open beta.

For Snapchat, the commerce for creators experience is another way to keep them on the product. Snapchat-focused creators have debated abandoning the platform or at least spending more of their time on Instagram. Instagram continues to add far more users and introduce new experiences like long-form video with IGTV and its own commerce features. Snapchat also has been testing commerce with publishers.

During VidCon, the annual conference for online video, a Snap executive said it had launched an ad revenue sharing program with creators. Now, introducing commerce is yet another way for creators to make money. While not every creator designs and sells merchandise — or has their own beauty products like Jenner — the launch does diversify revenue options within Snapchat. Former reality TV star Spencer Pratt uses Snapchat not only as a place to lip-sync Taylor Swift songs, but also to announce promotions for his crystal store.

Shopify’s technology powers Snapchat’s experience. While Shopify can power creator’s websites, Loren Padelford, vp and gm of Shopify, said his company has been betting on social commerce, and partners like Jenner show the potential.

“Through the power of social media, Kylie has been able to generate both hype and demand for her products in a very unique way, and this is taking it to the next level,” Padelford said. “We see the future of commerce as becoming intrinsically connected to our everyday social interactions.”

 

The post Snapchat opens commerce to Snap influencers, starting with Kylie Jenner appeared first on Digiday.

Ahead of the July 4 holiday, Best Western is debuting an ad campaign to provide travel tips, destination recommendations, special offers, and of course, local accommodations. That’s standard fare for the summer. The difference for this campaign? Best Western is turning to artificial intelligence with IBM Watson. The campaign, which begins today, will run across…

In celebration of James Harden’s MVP title, Trolli’s artisans, working entirely in the medium of gummy, crafted 12-pound gummy replicas of Harden’s Adidas’ Harden Vol. 2s MVP edition sneakers. The gummy creations contain a mix of raspberry, lemon, strawberry and blackberry-flavored Trolli candy. The MVC (most valuable candy) sneakers go on sale today for a…

CANNES, France–Facebook’s experience on the beach at Cannes this year was a joyous ode to creativity. You could learn the art of pin- and printmaking, attend Story School to up your Instagram game or watch an immersive video about the history of human storytelling. The hands-on theme of creativity deviated just once: Privacy Stations. Anyone…

Are you ready to sing along with Instagram Stories? Instagram announced in a blog post that 400 million people are using Stories every day–up from 300 million in the third quarter of 2017–and they can now add music to their Stories from a library of “thousands of songs,” either before or after capturing photos or…

Amazon.com is buying online pharmacy PillPack giving the e-commerce giant the ability to ship prescriptions around the country, and overnight, making it a direct threat to the more than $400 billion pharmacy business.