The Content Imperative
The latest on content marketing strategy, insights and trends

Victoria Bellamy
Senior Content Executive

Victoria is a digital marketing professional with a flair for creativity, specialising in content creation at Headstream.

With diverse experience in the industry, from start-ups to agencies, her thirst for knowledge and ability to learn quickly enables her to deliver engaging visual and written content for clients to support a comprehensive digital and social media strategy.

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Retail
Image source: Liz Jones

Crocs go interactive on Twitter and Facebook reveal future plans for ads

| 6 July 2015

Facebook Immersive Ads

Facebook used the Cannes Lions festival to reveal future plans for ad products within the platform and showed advertisers a mock-up of how they will look.

The ads will open into full screen images or videos, and even allow users to view a 360 degree shot of the products by swiping a finger across the screen. The point of these ads though is that they do not take users away from the Facebook app; they open as a mini version of the advertiser’s website within the platform.

This ad type is not available yet, but will bring the ad format in line with the way Facebook now displays more traditional content like news stories (Instant Articles).

Instagram Revamp

Instagram has just updated its Search and Discover features to simplify browsing images by location or hashtag, or allow users check out pictures of current news stories as they happen. The functions of the apps Explore tab were fairly basic, allowing users to search only by Photos or People.

Now users will be able to see trending places and tags when they open the app and browse a curated selection of images from top Instagrammers or topical events, such as Independence Day.

The update brings Instagram in line with other platforms such as Snapchat, which provides real time trending content in its Stories feature.

This is great for brands with relevant and reactive content which could now be served to a much wider audience if featured in the browsable Discover stream.

It presents an opportunity for brands to push themselves creatively within the app in order to increase brand awareness or post engagements.

Crocs Interactive Twitter Campaign

Crocs is utilising Twitter for its big summer campaign this year, creating an interactive feature called Funway Runway and choosing to promote this primarily on the social platform.

Consumers can choose a pair of shoes, a costume and a model to put them on before heading down a waterslide; certainly something a little different! The 135 preshot videos make up 45 different combinations of crocs and clothing.

This creatively is a step forward for Crocs and marks their first global marketing campaign, plus the interactivity brings an extra dimension that helps people to feel more connected to the brand.

What might be a stretch however is a comment from Swapnil Patel, director of media at McKinneys "You get to send models down a waterslide in really fun outfits rockin' Crocs—who wouldn't want to do that?"

It seems clear that there is a limited target audience for content such as this, and since the campaign is integrated closely with Twitter you’d be hard pressed to argue that this wouldnt only appeal to a millennial audience.

The brand is running Twitter’s Promoted Trend which is an exclusive national ad placement costing around $200,000 a day. They will also have three weeks of Promoted Tweets to support the effort using #FindYourFun and the campaign can be seen in the U.S. and the U.K. as well as a number of other countries.

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