Express is drumming up excitement for its newest celebrity brand ambassador by dispersing clues, in the form of short clips and photos, on its Snapchat and Instagram accounts, inviting fans to guess the mystery man?s identity.

Express is once again leveraging its social media channels as a way of promoting two-way conversations with its customers. This time, the retailer is preparing to add another brand ambassador to its lineup and is foreshadowing the reveal by posting Q&A?s and blurred images of the newcomer on Instagram and Snapchat to boost anticipation.

?The use of popular social media platforms in non-traditional, imaginative ways continues to garner retailer interest based on its intrinsic affordability and high exposure,? said Laura Sossong, senior consultant at Boston Retail Partners. ?As a low-risk proposition with significant upside and consumer appeal, Express is certainly tapped into the large potential offered by next-generation marketing.?

Batting up engagement
Earlier this week, Express informed Instagram followers ?there?s a new guy in town,? before asking them to follow along on Snapchat as it posted clues and hints as to who the mystery person could be. The brand has previously seen success with tapping celebrity ambassadors, such as basketball player Stephen Curry, to act as spokesmen and models for catalog shoots.

The apparel marketer also included the hashtag #HOMERUN in its initial post, suggesting that the new ambassador has ties to the baseball world.

Express followed up this tease by rolling out various hints on Instagram and Snapchat. On Tuesday, the brand featured a Q&A with the newcomer. 

Questions were superimposed over a dark screen before the subsequent videos panned to the mystery man answering inquiries. The person filming was careful not to show the new ambassador?s head, ensuring his identity would not be immediately recognizable.

Express posed questions such as, ?When did you decide you wanted to play baseball professionally?? and ?What?s it like seeing some of your friends out there with you in the big leagues??

The mystery man?s voice was audible in his responses, however, prompting fans to speculate that he is Kris Bryant, the Chicago Cubs? third baseman.

This strategy was supported by additional content on Instagram, featuring the man posing with baseballs and baseball bats. Consumers were quick to vocalize their personal guesses and thoughts on the new ambassador reveal, with many tagging Kris Bryant?s Instagram handle in their comments.

A home run with social
Express has long catered to its millennial audience via frequent ? and engaging ? social media content.

Last December, Express relied on artfully curated Instagram posts to inspire last-minute holiday shoppers to click the link in its account bio and peruse mobile-optimized gift guides for men and women (see story).

It also uses well-known models and social influencers in its campaigns, underscoring the need for retailers to choose spokespeople that resonate with their target customers.

However, its communication-heavy Snapchat tactics are arguably the backbone of its overarching social strategy.

Express? use of its public Snapchat account to foster two-way communication between the brand and its loyal fans could soon bring other millennial-friendly retailers to the fray, especially once they discover the potential for receiving customer feedback on new styles (see story).

?Retailers like Express that push the boundaries of creative marketing are giving consumers true incentives to participate in the culture of their brand,? Ms. Sossong said. ?Interactive experiences are gaining traction based on their reach and value, and will continue to be compelling to millennials and Generation Z consumers who demand enhanced engagement from their shopping experience.?