Celebrity Marketing: Keeping Up with Millennials Through Snapchat

snapchat

Reach younger target audiences on social media beyond Twitter in a timely way with Snapchat.

Brands have been successfully advertising through social media apps such as Twitter and Instagram. In an attempt to keep up with Millennial’s changing interests, brands started creatively utilizing Snapchat as a legitimate marketing platform. Once an unconventional place for early-adopter brands to investigate advertising success, Snapchat is one of the most common and innovative methods for brands looking to reach Millennial audiences.

Snapchat’s user base has only continued to grow since its release on the Android in November 2012.  According to venturebeat.com, the app’s audience reached 161 million daily users by the end of December 2016. Over the last five years, various big name brands such as Taco Bell, Sour Patch, Free People, and even General Electric have jumped on the picture messaging bandwagon.

Here are some great examples of brands’ use of Snapchat―

World Wildlife Fund –  #LastSelfie Snapchat Campaign

WWF used the disappearing element of the Snapchat application as inspiration to raise awareness about endangered species in their #LastSelfie campaign. The #LastSelfie snaps included images of species throughout the world that are endangered and quickly disappearing. Images included pandas, tigers, and polar bears with copy such as “better take a screenshot this could be my #lastSelfie.” The purpose of this was to emphasize the fact that if people don’t take action in real life, these animals will actually vanish forever.

NBA – Kevin Durant’s MVP Announcement

NBA used Snapchat to help generate excitement surrounding Kevin Durant’s MVP announcement. To increase awareness and anticipation of Durant’s MVP award, the company made use of the Snapchat Stories feature. Through a three photo story “snap,” they encouraged users to watch Durant’s acceptance in real time on NBATV.com and NBA.com.

GrubHub – Summer Interns

GrubHub utilized Snapchat in a very creative way by using it to help find their summer interns. Through the Snapchat Stories feature, the online food ordering company let users know that they were looking for an intern with “Snapchat Skillz.” The six image story explained how interested candidates could apply by submitting a snap of their best doodle. According to Snapchat founder Evan Speigel, many users and fans took to other social media platforms to praise the ad.

McDonald’s – Choose Lovin

McDonald’s (an avid Snapchat user) released a sponsored advertisement for the “Choose Lovin” campaign. The story was a 15-second animated video that featured some of pop-culture’s most famous enemies, from Batman and the Joker to Dorothy and the Wicked Witch, becoming friends through McDonald’s. The Snapchat clip was a snippet of a longer commercial that ran on TV and other media platforms.

photo credit: http://photopin.com

 

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