Wired magazine has tapped a male-female duo famous on Instagram for their alluring photography to anchor an ad campaign for apparel and accessories brand Victorinox. The ads are appearing on Instagram, in Wired and on Wired's website.
"We use to create content that would live in our magazine," said Melanie Altarescu, head of strategic initiatives at Wired, which is owned by Conde Nast. "Now we create it so that lives in so many different places, including our website, magazine and social channels as well as the client's social channels and website."
"The last layer, which is the new part, is they want the content to also live on the influencer's channel," she added. "The first place these pictures ever appeared was on their feeds."
The effort is among several this fall and winter from publishers creating content for advertisers to appear on a social media platform, not just the publishers' own digital properties. Publishers have long used Twitter or Facebook to share links to the sponsored content they host on their own sites, but recent efforts on Instagram and Snapchat show that these media companies are retooling native advertising to actually live partly on social platforms.
"What you're seeing is publishers embracing the broader media ecosystem and finding ways to create new and innovative ways to capture people's attention and retain it over time," said Adam Shlachter, chief investment officer at DigitasLBi.
The Victorinox campaign marks the brand's 130-year anniversary and features Bethany Olson and Cory Staudacher, a recently engaged couple known for chronicling their adventures on Instagram.