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Influential marketing could become much more responsible if Snapchat's media relations firm wins this lawsuit. Snapchat hoped that social media stars touting the v2 of its Sunglasses Spectacles on its biggest competitor could boost interest after selling just 220,000 v1 and losing $ 40 million. Instead, Snap just looked a little desperate to make the glasses look cool.
Snap Inc. commissioned PR Consulting, a public imagination firm, to buy him an influential marketing campaign on Instagram . The firm reached an agreement with the Grown-ish Luka Sabbat actor after seeing him parade with Kourtney Kardashian. Sabbath was paid $ 45,000 in advance with the promise of $ 15,000 more to post himself putting Shows on Instagram.
He was hired to create an Instagram Post and three Stories posts with Specs. He was also photographed in public in Paris and Milan Fashion Week. He was supposed to add links up to the purchase of two of these Story articles, get prior approval of all articles from the People's Republic of China and send him statistics from Analysis on their performance.
But Sabbath ignored two of the stories, one of the swipe-ups, photo shoots, pre-approvals and scans. Thus, as reported by Gene Maddaus of Variety, PRC is suing Sabbat to recover the $ 45,000 it has already paid, as well as 45,000 other damages.
TechCrunch has obtained a copy of the complaint filing, which is embedded below, which states "Sabbath has been unjustly enriched and the CRP is entitled to damages. Snap confirms that he has hired the PRC to lead the campaign and that he has also signed a contract with Leandra Medine Cohen, founder of the fashion blog Man Repeller. And as a courtesy, I have Photoshopped some glasses on Sabbath above.
But oddly enough, Snap says that he was not involved in the decision to sue Sabbath in court. The debacle brings unwanted attention to the promotion payment agreement that brands generally tried to avoid when commissioning influence marketing. Everything is supposed to feel subtle and natural. On the contrary, the pursuit of the PRC probably cost Snapchat more than $ 90,000.
The case could reinforce the need for influential marketing contracts with proportionate payment terms in which stars are allocated a fraction of the total amount of the purse after each message instead of getting them. in advance, as written The Fashion Law. The choice of PRC to sue Sabbat despite the problematic advertising to his client Snap could convince other influencers to follow the details of their contracts more closely. If the creators of social media want to continue to turn their passion into a profession, they will have to prove that they are responsible. Otherwise, brands will return to traditional advertising.
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