Fashion creator Sarah Ashcroft teased her new sunglasses brand NTILA by using a new marketing gimmick: low-fi paparazzi-style videos.
The video was uploaded by a new, unknown account. The content was filmed as if someone had stumbled upon Ashcroft at The Hayden, where she was discussing her new brand that had yet to be announced. It has more than 114,000 views. The format was previously used by Ava Francis and Jacquie Alexander to tease their brand collab, and it resulted in more than 230,000 views.
CORQ’s trends editor Caroline Edwards analyses this new marketing ploy and how brands such as Gem are using it.
@corq.studio Creator brands are using a new paparazzi-style marketing tactic to drive hype for collabs and launches. @Sarah Ashcroft used this for her new sunglasses brand NTILA, and @Ava Francis and @Jacquie also used this format, while @Gem used the Gossip Girl audio for a video of @Cinzia getting into its branded cab #marketinginsights #marketingstrategy #influencermarketing #socialmediamarketing
