Ikea is pulling out all the stops to reach Millennials, leveraging influencers on SnapChat for their big back-to-school push. Both paid and organic vertical videos featuring “pop music and web comedy duo Superfruit” will take users through a choose-your-own-adventure style quiz, where the story changes based on your choices. The posts will also utilize SnapChat’s new feature, PaperClip, to link to site and make the furniture featured in the video shoppable. (Adweek)
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