The French capital city, Paris, has launched a campaign using Snapchat filters to accompany its annual Fashion Week, as part of its strategy to prove that it is a digital ‘smart’ city.

The project, which has been created in partnership with digital innovation agency IRM, is part of the nation’s president Emmanuel Macron’s desire to make innovation a key part of his government’s agenda.

“Compared to other social media platforms, Snapchat campaigns and content need to be more ‘raw’ and less polished,” said Valérie Bozzetto, joint managing director at IRM. “Snapchat emphasises fun, authenticity, the ephemeral and the personal. That makes Snapchat perfect for promoting events such as Paris Fashion Week.”

For the campaign, different styles of filters will be tested via A/B split testing and adjusting the daily budget based on view and shares to see which one works best. Furthermore, it will combine audience filters and geofilters to reach the maximum number of tourists and locals.

Five Snapchat audience filters have been launched across Paris initially. Fashion Week runs from today (27 February) to 6 March.