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Posts Tagged ‘Wet Seal’

The Future of Content Marketing Is Here, and It Looks a Lot Like Snapchat

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One of the more interesting social campaigns honored at this week’s Shorty Awards was the one promoting Wet Seal on Snapchat–a campaign for which the brand’s agency ICED Media lent the “keys” to its account to a 16-year-old fashion vlogger.

Like many of our readers, we’ve only begun to dip our toes into the Snapchat pool (by drawing various hairstyles on our puppy). We’re still not sure what to make of the network as a promotional tool, yet Wet Seal’s campaign earned the brand more than 9,000 new followers.

Many top agency leaders will tell you that Snapchat and networks like it represent the future of creative content marketing.

We spoke to ICED president Leslie Hall to learn more.

Read more

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Wet Seal Lets a 16-Year-Old Borrow Its Snapchat Account for the Weekend

55332_3327d0185629405b9ebbde34a1d7699e_eedbafe18fd49e5598935709c49efa8fHere’s an interesting story from AdAge today: teen clothing/accessories brand Wet Seal has handed the keys to its newly minted Snapchat account to social media ninja who doesn’t even have her driver’s license.

We may be wrong, but this feels like a first.

On the one hand, it makes a lot of sense: self-described “beauty vlogger” MissMeghanMakeup has more than 200,000 YouTube subscribers and nearly 50K Twitter followers, most of whom fall right in the middle of the brand’s target demo.

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The president of Wet Seal’s agency ICED Media calls Meghan “an influencer in the teen space”, though something tells us she wouldn’t have used that wording herself unless she’s already more of a marketer than we thought.

On the other hand, if we were in charge of social for Wet Seal we don’t know that we’d let any 16-year-old handle our brand new Snapchat account.

We can’t see the 15+ snaps that formed her “story” other than the image provided to AdAge because they disappeared after 24 hours, but we’re gonna call this a potential trend—especially since Wet Seal isn’t the only brand interested in MissMeghan’s services.

Whatever came from the partnership, it had to be more interesting than Senator Rand Paul’s “thanks for following me” snap.