Successful marketing campaigns produced through Snapchat, an application where content disappears in seconds, attract attention.
Although Facebook and Twitter are the social networks preferred by brands for their social media accounts, other social applications that have spread rapidly recently have also begun to be used effectively. Snapchat, which became popular among US youth last year and soon began to be used in many parts of the world, has become one of the applications preferred by brands for their creative campaigns.
Snapchat, which stands out as an application where users can send each other video messages that self-destruct after being read , attracts a lot of attention, especially from the audience between the ages of 18-24. The application, which has 30 million active users, appears to have spread rapidly in Turkey in the last few months. This being the case, brands see Snapchat as an alternative medium where they can appeal to their target audiences with their creative campaigns.
Before the creative campaigns carried out on Snapchat, which is likely to be an application preferred by brands in Turkey in the next few months, let's touch on a few important features of the application for beginners;
- First of all, you should know that Snapchat is used as a completely visual application. It does not allow you to add text other than the Doodle function, which you can add to your video or photo, and the text tool, where you can add a few words.
- Messages you create on Snapchat cannot be edited later. There is no editing option in the application to improve the quality of the sent images. However, you can use one of 4 different filter options on your images .
- In practice, discoverability is greatly limited. For this reason, brands are not able to reach users who are not added as friends.
- Snapchat cannot be measured. Therefore, it is not possible to determine with definitive results whether the campaigns carried out in practice are successful or not.
- You can decide how many seconds your post will be displayed on Snapchat, but this can be a maximum of 10 seconds .
Although there are not many brands on Snapchat, some of the existing brands have managed to win hearts with their creative Snapchat campaigns . To reach their target audiences, brands; It uses Snapchat's Stories feature to organize contests, share promotional videos, create special content, offer coupons and discounts, and promote new products and aims to spread virally.
You can better examine the use of the medium with the creative Snapchat campaigns we have compiled:
McDonald's used the brand's colors and visuals while sharing photos of LeBron James and behind-the-scenes footage of the commercial with other athletes such as Richard Sherman and Johnny Manziel with its followers . Thus, McDonald's followers became aware of the brand's campaign by seeing their favorite athletes.
Taco Bell
The campaign, prepared by Deutsch LA Advertising Agency, was carried out to launch Taco Bell's Spicy Chicken Cool Ranch Doritos Locos Tacos product. Within the scope of the campaign, 6-second short snaps on Snapchat were added together to create a 6-minute short film. Although the short film published in the Stories section was on the air for less than 24 hours, it managed to attract the attention of the followers.
General Electric
General Electric launched a Snapchat campaign to celebrate the 45th anniversary of its contribution to the Moon landing in 1969. As part of the campaign, the brand introduced astronaut Buzz Aldrin to its young followers. During the campaign, the names of the brand's products, intelligence questions, interesting information and puzzles were shared. General Electric has achieved great success with its impressive content and sharing of its great inventions.
At the 2014 NBA Draft, behind-the-scenes footage of the event clip was shared with Snapchat followers. Various videos, including the match between Bill Russell and Spur player Kawhi Leonard, were published on Snapchat between games in the finals. NBA; It seized the opportunity of a campaign that would attract the attention of the young audience with star players, teams and stories inherent in sports using social media and achieved great success.
heineken
Heineken, which launched a surprise Snapchat campaign for the Coachella Festival, gave its followers clues about the performances that will take place at the festival with cropped Snapchat images. With the “HeinekenSnapWho” account, users were asked to correctly guess the groups and artists that would take part in the festival, and the finalized performances were first shared with these followers.
GrubHub
GrubHub carried out the "SnapHunt" campaign by sending consecutive images to its Snapchat followers using the Stories feature to promote online food ordering and takeaway service. Users had the chance to win a promotional code by sending delicious visuals they prepared with "Snapchat Doodle" .
Amazon – Black Friday
Amazon wants to make the most of 2014's Black Friday and holiday shopping season ; He announced his campaigns, discount codes and other opportunities with 10-second images. With the campaign, Amazon achieved a significant increase in mobile sales between Thanksgiving and Christmas.
Unilever's Lynx campaign was one of the successful campaigns carried out with Snapchat. News and behind-the-scenes footage of Lynx's secret launch party was shared, and Snapchat followers were encouraged to share their own images of the Lynx Deep Space Shower Gel .
WWF – #LastSelfie
41!29 for WWF Turkey ! The campaign, which was carried out by and made quite a splash, was carried out to draw the attention of Snapchat users to endangered animals. With the #LastSelfie campaign, images of animals in danger of extinction were shared with followers and they were encouraged to take a screenshot and share it with their friends before the image was automatically deleted.
Audi – Superbowl
Wanting to reach the young target audience, Audi established a strategic partnership with the American news source The Onion and Snapchat for Superbowl 2014. Funny visuals produced by Huge Advertising Agency and Onion were shared with Snapchat followers. Thanks to this campaign, Audi increased its followers by over 5,500 during the Superbowl.
It is anticipated that the Snapchat application, which inspires creative and entertaining campaigns, will contribute more effectively to brands' social media efforts and campaigns in the coming days as its use increases.
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