This week in Digital Bytes: Net-A-Porter is launching its own shoppable social platform, Lego has partnered with Facebook for its latest campaign that focuses on creativity and O2 aims to revamp mobile ads with the acquisition of Weve.
Net-A-Porter to launch shoppable social network
Net-A-Porter is launching shoppable social platform that focused on fashion and creating authentic and personal dialogue with the consumers online.
Called Net Set, the platform will unite Net-A-Porter’s social media, fashion and shopping communities in one place. Users will be able to comment, advice and recommend items and content to friends and upload and share images of themselves wearing different clothing items.
In addition to profiles helmed by each of Net-A-Porter’s 350+ designer brands (with accounts run by each house’s social media team), The Net Set also launches with 20 style ambassadors, who have been chosen to lead the platform’s conversations.
Sarah Watson, Vice President of Social Commerce at Net-A-Porter Group said the social network, which was developed in-house, began as a “secret start up project” with the goal of reimagining the fashion site for the mobile, social consumer.
“Everything we do at Net-A-Porter is with the customer in mind… We have been building award-winning shopping apps since 2009 that focus on fashion authority and globally renowned edit, but this is the first time we have redefined the shopping experience with the consumer as the curator.”
Lego launches Facebook campaign to spark kids’ imagination
Lego has partnered with Facebook for its latest campaign, which asks children around the world to create an imaginary character called a “kronkiwongi”
As part of the campaign Lego is encouraging parents to upload their children’s interpretations of the character. Facebook’s Creative Shop and Lego will then create another video in the fourth week of the campaign showing the different and unique “kronkiwongis”.
Lars Silberbauer, the Director of Global Social Media and Search at Lego, said: “Our hope with this project is to inspire and engage parents all over the world, through an unscripted experience that sees children from different countries and cultures doing what they do best – using their creativity.
Rob Newlan, the Head of Creative Shop, said: “The creative potential surrounding this project was unlimited, but our focus was to develop something that felt true to the Lego purpose and would resonate with parents on Facebook.
O2 reveals plans for mobile ad acquisition Weve
O2 has officially confirmed its acquisition of mobile marketing proposition Weve. Prior to the acquisition, Weve pulled in data from 23m customers across the three operators, targeting mobile ads to customers by location and demographic.
O2 believes that adding in extra data from its own digital businesses, O2 Priority and O2 Wifi, could make Weve one of the biggest players in mobile ads.
Ads appearing to O2 Priority customers opting into Weve might look more like exclusive offers. For example, a regular visitor to McDonald’s might see Weve-powered offers show up if they stay away for a few weeks.
O2 digital director David Plumb said: “What we would love to be able to do is McDonald’s to serve ads based on an offer. That can vary by time, or location, or if you have been away for a few weeks. Those layers of data start to really personalise offers, and consumers get exactly what they want.”
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