On the heels of a rough second quarter due to COVID-19, Snapchat has launched its first global business-to-business campaign highlighting the appeal of its 238 million users, or “the Snapchat Generation.”
Snapchat released a video spot over 60 seconds in length featuring a compilation of user-generated content and testimonials from brand partners such as Depop, the NFL, Starling Bank, MGM Resorts International and Frito-Lay, among others.
Starting today, the spot will run across print, broadcast and digital media channels in the US, Canada and Australia; followed by the UK on August 17, and in Europe, the Middle East and North Africa on August 24.
“Meet the Snapchat Generation” promotes the core behaviors of its Gen Z user base, useful knowledge for advertisers looking to reach those migrating away from Snapchat’s rivals, including TikTok, which currently faces national scrutiny, and Facebook, which is struggling to deliver on brands’ hate-speech boycott demands.
For example, Snapchatters say close friends are four times more influential than celebrities or influencers on their purchasing decisions, while 34 percent are more likely than non-Snapchatters to buy from brands that support their local community. Users also praise the app for allowing them to “be yourself,” with 75 percent saying that Snapchat’s vertical video format produces a more intimate and immersive experience.
HiSmile saw a 20 percent lift in sales when it utilized Snap Ads and Story Ads around its oral hygiene products.
“We’re not looking to just sell our product — we’re really looking to build a proper emotional, intimate connection with the people on the other side of the screen. This vertical format is perfect for that because we can get up close and personal,” second in command at HiSmile Justin Gaggino, who appeared in the video, said.
“The Snapchat generation is hyper-engaged. Instead of texting, they snap—they practically live on Snapchat,” says Maria Milenkova, senior acquisition manager of Starling Bank, which saw a seven-point increase in brand awareness as a result of a bespoke AR lens, in addition to running commercials, Snap Ads and Story Ads.
Amid a surge in digital spending during lockdowns, Snapchat’s campaign follows its beta launch of Brand Profiles, permanent profiles for majors brands that users can subscribe to, and Dynamic Ads, which give brands in 12 countries the ability to build personalized shopping ads in real-time.
Snapchat posted $454.2 million in Q2 revenue, a 17 percent year-over-year increase, albeit significantly less than the 44 percent growth it saw in Q1. Snapchat’s ad sales rebounded in July, with estimated revenues tracking 32 percent higher YoY, but the company cautioned that uncertainty remained as the pandemic continues to affect sports events and the back-to-school season.