River Island targets millennials with Snapchat first

River Island has partnered with Snapchat on a new "Snap & Share" campaign to target millennials. The high street giant and the instant messaging platform have collaborated on the first of its kind campaign featuring a number of bespoke filters which users can activate while in-store.

The filters which Snapchat users can apply to their stories are designed to highlight "key brand and cultural messages" and will vary throughout the season.

The campaign launched yesterday in more than 280 stores and will run for three months to support the brand’s new Polaroid-inspired advertising campaign. Customers are invited to visit stores and engage with the filters by sharing their images across social channels, for the chance to win a £1,000 shopping spree and digital camera.

"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. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content," said River Island marketing director Josie Roscop.

River Island's new digital office

The campaign is the first since River Island unveiled its new digital office in Shoreditch which will be used to creative innovative digital and tech projects. The retailer said the opening of the office was a sign it intended to be a digital leader on the high street.