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 experimenting and successfully advertising through social media apps such as Twitter and Instagram. In an attempt to keep up with Millennial’s changing interests, brands have started creatively utilizing Snapchat as a legitimate marketing platform. Once an unconventional place for early-adopter brands to investigate advertising success, Snapchat is becoming 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 comscore.com, the app’s audience has grown from around 16.3 million in 2013 to 25.3 million by the end of 2014. Over the last two 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 examples of the best use of Snapchat by brands over the last year –

World Wildlife Fund –  #LastSelfie Snapchat Campaign

Over the summer, 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 including 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

In October, the 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

Last spring, GrubHub may have utilized Snapchat in one of the most creative ways to date. The company used the app to help find their 2014 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 until May 9th 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

In January, McDonald’s (an avid Snapchat user) released their latest 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 is a snippet of a longer commercial that is running on TV and other media platforms.

photo credit: http://photopin.com

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