Influcencer marketing could get a lot more accountable if Snapchat’s PR firm wins this lawsuit. Snapchat hoped that social media stars promoting v2 of its Spectacles camera sunglasses on its biggest competitor could boost interest after it only sold 220,000 of v1 and had to take a $40 million write-off. Instead Snap comes off looking a little desperate to make Spectacles seem cool.
Snap Inc comissioned its public relations firm PR Consulting (real imaginative) to buy its an influencer marketing campaign on Instagram . The firm struck a deal with Grown-ish actor Luka Sabbat after he was seen cavorting with Kourtney Kardashian. Sabbat got paid $45,000 up front with the promise of another $15,000 to post himself donning Spectacles on Instagram.
He was contracted to make one Instagram feed post and three Stories posts with him wearing Specs, plus be photographed wearing them in public at Paris and Milan Fashion Weeks. He was supposed to add swipe-up-to-buy links to two of those Story posts, get all the posts pre-approved with PRC, and send it analytics metrics about their performance.
But Sabbat skipped out on two of the Stories, one of the swipe-ups, the photo shoots, the pre-approvals, and the …read more
Source:: TechCrunch Gadgets
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