Shopper Marketing - March 2016 - 72


FEATURE: SOCIAL MEDIA

vas will present a quicker-loading, full-screen
experience to browse additional products before going to that external link to buy. The network is also instituting buy buttons into the
mobile news feed for direct purchase.
Snapchat is a popular social network, but
one that has been quiet among retailers until
recently. The network launched geofilters that
retailers and brands can utilize. They're overlays
added to a Snapchat message that can only be
accessed in that location.
Toys "R" Us has been an early adopter, leveraging it for the 2015 holiday season. "We instantly saw increased engagement within our
Snapchat community and our followers grew
by 750%," Caso says. Snapchat users received
a sneak peek of 15 hot toys before anyone else
and the platform also helped provide access to
live events, too.
Caso says "user-generated content" is a key
strategy for them going forward. For example, with its #BabysFirstKiss campaign, Babies
"R" Us asked consumers to share photos of
their New Year's kiss with their babies. Twitter
parties with bloggers, social influencers and
partnering brands such as World Wrestling Entertainment and Activision have also proved
successful, she says.
F

F

F

Twitter relies on a set of core advertising products: Promoted Tweets (native ads in a user's
feed), Promoted Accounts (a way to boost a
brand's account and awareness among people), Promoted Trends (a way to drive a trending hashtag, for example) and Promoted Video
(autoplaying videos in timelines). Twitter owns
popular looping video site Vine and has been
72

y SHOPPER MARKETING MARCH 2016

recently promoting the live streaming video
app it owns called Periscope. Both see brand
and retailer involvement.
Pinterest announced a few new tools in the
fall like a Visual Search tool that enables users
to zoom in on a specific object in a Pin image
and get more information about that object,
which may include a Buyable Pin or Pins that
are similar visually via colors, patterns and
more. Pinterest is growing its Buyable Pins
feature for retailers, too. Smith says they have
activated more than 60 million Buyable Pins
since launch and have partnered with merchants like Macy's, Wayfair, Nordstrom, Neiman Marcus, and ecommerce platforms such
as Magento, Bigcommerce, IBM Commerce,
Demandware and Shopify. Another new feature is a "price drop notification," notifying
users of a cheaper price on any Buyable Pins
they had saved to be tracked.
Along with more socially driven content,
customer service may be a larger driving force
of social going forward. Goldberg of Razorfish
is excited to see messenger apps such as the
next iteration of Facebook Messenger as a way
for consumers to chat with brands for product
info and more, and potentially receive a link to
buy there. In China, messenger apps like WeChat are already very popular, he says.
"What I love about social is how it humanizes brands," says Walgreens' Adam Kmiec
senior director, mobile, social, content and performance marketing. "Social is such a personal
medium. When you Tweet '@wagsocialcare',
our customer care handle, you'll always get a
genuinely human response. We don't use bots
or auto-response messages. We also give you
the initials of who's reaching out to you."



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
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Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
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Shopper Marketing - March 2016 - 31
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