Asos will be the first fashion brand to use Snapchat’s new “promoted story” format, in a bid to further its advertising reach.
The etailer will run a promoted story over the Black Friday weekend, comprising a series of “night out-worthy” campaign shots.
Promoted stories are currently purchased as one-day takeovers by country. They appear as a tile in the content section, similar to existing premium content on Snapchat.
The format consists of three to 10 “Snaps” that auto-advance to tell a long-form story.
Asos and US television network HBO are the first businesses to be marketed with this format.