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River Island partners with Snapchat in a first for UK retail

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Leading high street fashion retailer River Island is set to break new ground this season with their new Snap and Share campaign in partnership with Snapchat.

The campaign, which is centred on millennial shoppers, is a first for any UK retailer and will take over 280 River Island stores over the course of three months.

For the campaign, River Island and Snapchat have developed a number of bespoke branded filters which customers will be able to exclusively use on their Snapchat stories when in stores.

The filters are designed to highlight key brand and cultural messages and will vary across the season, enabling River Island to remain timely and relevant in the minds of their consumers. 

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The partnership with one of the fastest-growing social media platforms is also set to support River Island’s new polaroid-inspired advertising campaign.

Customers who share their images with the bespoke Snapchat filters across their social media channels will also have a chance to win a £1000 shopping spree and digital camera.

River Island marketing director Josie Roscop said the Snapchat partnership allows the retailer to tap into its mass reach, especially with millennials.

“When devising a plan for the launch of our new autumn/winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers,” she said.

“We are extremely pleased to be delivering both a River Island and a fashion first with this launch and we can't wait to gauge our customers’ reaction.”

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Published on Wednesday 31 August by Elias Jahshan

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