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Even as some marketers question how much Snapchat is interested in cultivating relationships with influencers, brands like Ikea are leaning on social stars to amplify campaigns.
The furniture brand and MEC are launching a back-to-school initiative on Snapchat with pop music and web comedy duo Superfruit that promotes products for college dorms through an interactive video.
Vertical-video ads within the app prompt users to “swipe up” to play a clip that lets users answer quiz questions and click on buttons about their home décor style to find the right products for them.