How K-Mart Used Snapchat Marketing to Target its Teen Audience

Since joining Snapchat, K-Mart's Stylesip  (the branded destination that represents Kmart's junior brands) has used its activity on the app to cleverly target and engage with its teenage audience. In the latest example of effective Snapchat strategy, it used a series of five separate images - sent a few hours apart - to tease the reveal of the celebrity who had been chosen to represent its BONGO clothes line. It then encouraged fans to guess who the person was. Let's take a closer look...

Spreading the word...

Stylesip let nearly 600,000 Facebook fans, 40,000 Twitter followers, and 4,000 Instagram fans know about its Snapchat promotion.


The Snapchat campaign...

And here was the series of snaps sent out via Snapchat. They featured clues to the identity of the new face of BONGO and the hashtag #bongosnaps.

Judging success...

It's difficult to investigate how successful K-mart/Stylesip's Snapchat marketing strategy was without knowing how big their Snapchat audience is. However, there were no mentions of the hashtag #bongosnaps on Twitter other than by the brand itself.

Conclusion

As one of the first big brands to adopt a solid Snapchat strategy, K-Mart should be commended for identifying the trend of teens predominantly using the app, and for planning and executing a substantial campaign. It will be interesting to see if they follow it up with any more, or whether they revert to more tried and tested methods of promotion via social media.

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