By Grace Landsberg
When Snapchat launched in September of 2011, brands rushed to meet their consumers on the relatively unexplored platform. The result was messy. Many brands struggled with authentic content that both was consistent with brand voice, and that thoroughly engaged audiences.
In the following years, brands like Taco Bell, iHeart Radio, and GrubHub dominated the Snapchat scene. GrubHub, for example, capitalized on community engagement with one-to-one responses to eager fans. They provided followers with exclusive promotional codes, brand deals, and other giveaways exclusive to the platform. Although that was quite successful, in 2017, the way brands show up on Snapchat is quite different. Through Snap Ads, Sponsored Lenses, and Sponsored Geofilters, brands are now able to reach users that haven’t previously associated with the brand. Here are some brands that I think have utilized Snapchat best:
For the launch of their newest Brow Collection, Benefit Cosmetics created a clever Sponsored Lens. The filter integrated the new products into the entire experience, allowing viewers to see their epic brow transformation on screen. By exposing audiences to their newest product in this innovative way, Benefit Cosmetics received over 36 million views and drove an 18% lift in purchase intent.
Last Valentine’s Day, Tinder partnered with Snapchat in creating a National Geofilter Campaign that capitalizes on the, “swipe right” mentality. The filter was available throughout the day, and was a light-hearted way to easily interact with loved ones through a quick Snap. Not only did this promote awareness for the brand, but it was also perfectly timed, and was contextually relevant with its language and content. This campaign reached over 29 million Snapchatters and received 84 million views.
In 2015, Spotify partnered with Snapchat to celebrate the most defining music of the year. Similar to Spotify’s “Year in Music” campaign, Snapchat launched a new pop-up Discover channel devoted to highlighting a new genre each day. The launch of the Discover channel perfectly aligned with Spotify’s “Year in Music” campaign, creating a harmonious relationship between brand and platform. A couple days later, Spotify incorporated Snap Ads within Snapchat’s “NYE Live” Story to promote their curated party playlists to celebrate the new year.
Although Hasbro is a brand that typically flies under the radar, they successfully pioneered games within Snap Ads. By tapping into the growing interest in their famous “Pie in the Face” board game, Hasbro created a game that allowed users to “pie” their favorite characters. Not only was this relevant to the rising amount of fans of the game, but Hasbro set a precedent for games within Snap Ads. Overall, the game reached over two million views and drove brand awareness.
Snapchat partnered with (RED) in creating a National Geofilter inviting users to join the fight against AIDS. The geofilter was a huge success, reaching over roughly 14 million Snapchatters. Moreover, those who saw the filter were 90% more likely to donate to (RED). This campaign creatively raised brand awareness, and allowed users to donate to an incredible organization.
Successful brand executions on Snapchat are simple. They align with brand voice and tap into relevant cultural currents to amplify audiences and drive brand awareness. By driving relevance, context, and decreasing the time in which these campaigns are available, users are more willing to engage with the brand.