Snapchat has introduced a Promoted Story format which enables brands to send ads to every user in a given country for one-day.

British online fashion store ASOS and US television network HBO have been the first brands to harness the new capability. Previously, brands were only able to buy short video ads in stories, which were targeted to specific demographics.

Promoted Stories are made up of between three and 10 auto-advancing Snaps that appear via a labelled tile amongst the ‘stories’ section on Snapchat.

“Our advertising partners have been asking for ways to tell deeper stories on mobile,” said Peter Sellis, director of revenue product at Snap Inc. “Promoted Stories offer marketers access to the same Stories format used by our community, combined with the reach and placement enjoyed by publishers on the app.”

In the UK and France, ASOS used the ad format to promote ‘night out-worthy’ clothing over the Black Friday weekend, while HBO ran a story telling users why they should stay inside and enjoy Game of Thrones, Insecure, and Westworld in the US.

“We’re excited to be one of the first brands to launch Promoted Stories and hope we can do it in a way that’s fun and engaging for the people out there who love ASOS,” said Leila Thabet, global content and engagement director at ASOS.

Elsewhere, Snap has been rolling out new filters which use image recognition to identify whats in images and provide a contextual border or sticker for it.