Snap's 2020 global business marketing campaign positioned Snapchat's 249 million daily active user community as a unique cohort that brands, advertisers, and agencies can engage with. We introduced the term 'Snapchat Generation' to describe this group as individuals defined by attitudes, behaviors, and values rather than exclusively by age. The goal was to equip marketers, brands and buisnesses with the insights they need to successfully interact with Snapchatters on the platform and make their campaigns successful.
Insights
Snap’s consumer research team identified five key insights that broadly captured the perspectives of the Snapchat Generation. These themes and insights formed the core content for the campaign, fueling the creation of narratives, scripts, and messaging across the campaign. Furthermore, each insight was localized to cater to the specific regions where the campaign was launched, covering Australia, the U.A.E., the U.S. and Canada, the U.K., France, Germany, the Nordic and Netherlands regions, and Saudi Arabia.
Creative
Development
Snapchat is a visual communication platform where community members use their cameras to share pictures directly with friends or in their Stories. To bring the campaign to life visually, we developed a system that highlights authentic Snapchatter behavior, incorporating user-generated content (UGC) source imagery. This content was then overlaid with Snapchat's UI and in-app Creative Tools to illustrate campaign insights in a way that evokes the typical usage of the platform.
Visual Communication
To educate marketers and brands on Snapchat community behavior, themed Snaps were organized in pairs to demonstrate their potential as messages between friends. These paired Snaps formed the visual approach that unifies the campaign.
Outside of the U.S., Snap pairs were localized to tailor the content for cultural relevance in markets, including Europe, the Middle East, and North Africa.
Campaign Media
The campaign began in the summer of 2020 and ran through the remainder of the year. There were thousands of placements in the media plan, largely centered on digital advertising as well as scaling into print and video. Above is a small sample of placed web takeovers, and to the left is a full-page New York Times print ad, and a banner for the Saudi Arabia market following. The anthem film and partner testimonials were also shared on the landing pages the campaign drove traffic to.
Anthem Film
The Anthem film was co-produced with the agency Special Guest, showcasing testimonials from CMOs of some of Snapchat’s top business customers. These testimonials were further utilized in tactical cutdowns, resulting in over fifty different short edits that convey campaign insights and highlight how partners have found success on the platform.
Watch the short films on YouTube.
Project Team
Snap Marketing and Creatives:
Shachar Scott
Global Head of Brand Marketing
Leo Macias,
Global Creative Director
Brian Lee, Creative Lead
Patrick O'Rourke, Creative Lead
P.J. Smith, Design Lead
Brynn Cahalan, Writer
Konyin Ayuba, Sr. Designer
Sorina Vazari, Designer
Rachel Mendelsohn, Designer
Drea Rice,
Project Management
Chloe Schulberg, Producer
Juliana Polidor, Producer