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Report: PacSun back-to-school campaign features YouTube stars

BY Staff Writer

New York — Teen apparel retailer PacSun is partnering with content creators from YouTube in a fun back-to-school marketing campaign. The campaign will feature YouTube stars from StyleHaul, an online community of YouTube subscribers dedicated to women’s fashion and beauty, AdWeek reported.

The campaign features four videos in which StyleHaul favorites discuss PacSun’s Bullhead Denim offerings and encourage viewers to submit their own brand interactions and style ideas, the report said. The four women have more than 3.5 million subscribers on the online channel.

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Sears Canada opens new fulfillment center in Calgary

BY Staff Writer

Calgary, Alberta, Canada — Sears Canada Inc. announced the opening of a new 240,000-sq.-ft. fulfillment center located in Calgary, Alberta.

The Calgary facility will feature advanced product and packaging systems that will facilitate faster processing of customer orders. The center will pick, pack and ship small-ticket items such as apparel, home décor, small appliances and toys for customers in Western Canada who use Sears Direct channel, which includes the company’s various catalogues and ecommerce offering. It is expected to reduce delivery time to most western Canadian customers by an average of one-two days over the company’s previous arrangements.

"The substantial capability enhancements and flexibility offered by this new facility will result in faster delivery for most Western Canada orders, improving the overall customer experience," said Doug Campbell, president and CEO, Sears Canada. "The new facility will enable Sears to make significant customer service improvements and meet the requirements of today’s direct customers."

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Instagram adds new business tools, making itself more ad-friendly

BY Marianne Wilson

New York — Instagram is making itself more advertising-friendly, adding a new suite of business tools for its advertisers that will help the brands better control their campaigns and will allow them to gauge the success of their efforts.

The roll-out of the new features, which include an “account insights” tool that will allow marketers to track the performance of their ads in real-time using typical brand metrics such as impressions, reach, and engagement, will occur over the coming weeks and months, the photo-sharing giant said.

Instagram announced the new tools in a posting on its Instagram For Business blog.

“The new tools will help brands monitor their posts and campaigns by providing information on reach, impressions, and engagement,” the company wrote. “For example, an advertiser will now have access to a real-time campaign summary and data showing how their target audience is responding to each of their sponsored photos. Also, brand marketers will be able to better understand the best time of day to post a photo or video.”

Instagram went on to say that it has worked closely with several of its advertising partners to make sure the tools meet their needs.

“We’re now making them available to all Instagram advertisers, whose feedback will help us improve the product before releasing it to additional brands later this year,” the company continued.

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