Clarks Use WhatsApp for New Ad Campaign
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| thedrum.com |
Companies are getting more creative with their advertising
platforms with each passing day, particularly in terms of apps. Snapchat,
Instagram and other picture and video-based platforms are becoming increasingly
prevalent, but now Clarks have moved into even more unusual territory:
WhatsApp.
Users will be invited to add a specific number to their WhatsApp
contacts. Once they’ve done that, they will receive a series of messages (incorporating
text, photographs and videos) which detail the history of the desert boot,
which has been around for 65 years now.
The history is recounted from the
perspective of 4 people: Nathan Clark, the man who popularised the boot, Steve
Barrow, a pioneer of the mod scene, Bruno Barbey, a Parisian photographer who
was there to witness the student riots and reggae musician Stitch.
Each person recounts a different chapter of the boot’s
history and cultural context. The desert boot isn’t necessarily directly
associated with Clarks anymore, which probably explains the thinking behind the
campaign, they are using state-of-the-art advertising techniques to reclaim the
brand. In recent years Clarks have definitely been more of an under-the-radar
company, so it’s interesting to see them trying out something like this.
WhatsApp haven’t exactly had a warm attitude towards
advertisers and up until recently had an
absolute zero-allowance policy on it. But that was before Facebook bought them
for $19 billion. Clarks aren’t the first company to use the messaging app to
advertise, Rare Pink, for instance, used WhatsApp as a platform to showcase its
diamonds and tailor Roberto Revilla uses it to maintain a dialogue with his
clients. A universal messaging app as popular as WhatsApp is has all kinds of
applications for advertisers and now that things are opening up we’ll doubtlessly
start to see more examples.
Callum Davies
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF
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Clarks Use WhatsApp for New Ad Campaign
Reviewed by Unknown
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Friday, April 03, 2015
Rating:
Reviewed by Unknown
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Friday, April 03, 2015
Rating:
Unknown
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