Pacific Magazines and Priceline Pharmacy will today debut Snapchat Spectacles at the Virgin Australia Melbourne Fashion Festival (VAMFF), with exclusive behind-the-scenes beauty footage at the grand showcase.
VAMFF’s official hair and beauty partner, Priceline Pharmacy, and BEAUTYcrew will use Snapchat’s newest technology to stream backstage content through the eyes of leading beauty experts.
Users will be given a backstage pass into the glamour and drama before models hit the runway for the festival’s pinnacle event.
Mark O’Keefe, general manager of marketing at Priceline Pharmacy, said: “Our partnership with BEAUTYcrew today is about bringing exclusive and innovative content to our customers through social media.
“For the first time, we’ll be giving our audience a live, first person view of what it feels like to be behind the scenes at one of the biggest fashion and beauty events in the country.”
Priceline Pharmacy has flown in a selection of beauty advisers from stores around the country to work backstage at VAMFF, to be led by Priceline makeup director Rae Morris and Priceline hair director Kenneth Stoddart.
Alex Noonan, content director at BEAUTYcrew, said: “We’ve seen incredible success with live video in the last six months and Snap Specs offers a fun evolution of this strategy.
“Our audience crave service-driven content and this new technology allows us to give them an exclusive backstage pass while teaching them a new season trick or two from the unique perspective of the makeup artist.”
Today’s activation will be pre-promoted across BEAUTYcrew’s Facebook, Instagram and Snapchat, in addition to Pacific’s other beauty and fashion brands, including Marie Claire and InStyle.
Joanne Jenkinson, head of network innovation and social at Pacific, said: “Snapchat is an increasingly important platform in our social strategy.
“We’re always challenging ourselves to come up with new ways to engage with our consumers on this channel and connect them with our partners.
“Our social content is always delivered with not just our audience in mind, but also the platform on which it’s delivered, and this new execution from BEAUTYcrew demonstrates how we engage our fast-scrolling Snapchat audience in a real-time and snackable way.”
The grand showcase is presented by BEAUTYcrew’s stablemate, Marie Claire.
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]
In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]