Dive Brief:

• Burberry gave Snapchat followers a sneak preview of its next print advertising campaign, shot by photographer Mario Testino. 
• The brand’s campaigns usually feature a who’s who of supermodels such as Sienna Miller, Cara Delavigne, and Romeo Beckham. 
• The photo shoot began Thursday at 5:00 p.m. in London (12:00 p.m. Eastern), and images will be available for only 24 hours. 

Dive Insight:

British fashion house Burberry is almost singlehandedly showing retailers how to use Snapchat to build a brand. Broadcasting a sneak peek at its forthcoming print ad campaign from a photo shoot yesterday, images will reveal the stars of the campaign and be broadcast for just 24 hours. Last month, Burberry used Snapchat to show off its London Fashion Week show.

Not only is the company building awareness among English-speaking fashionistas with chat applications, it’s also using them to build engagement and conversion in the East, where sales are slipping. Burberry has used applications such as Snapchat, LINE, and Kakao to offer Japanese and Korean followers similar sneak previews and direct sales of runway styles and beauty products.