SNAPCHAT
Educating advertisers on relevance, results and real trust
Global instant messaging app, Snapchat, employed Visible to build brand awareness and understanding of the commercial opportunities on the platform among UK advertisers and brands. We took a two-pronged approach to build momentum, relevance, and trust around Snap’s diverse offering for brands looking to reach its unique GenZ audience: targeting key media in the sector, as well as industry analysts.
Earned media formed the heart of the campaign, and we deployed a range of tactics to secure clear brand cut-through. UK-focused news stories around community and advertiser growth drove rich coverage, while demonstrating Snap’s AR leadership, creativity, and efficacy to advertisers. This was underpinned by continuous placement of speaking opportunities, profiles and thought leadership for C-Suite executives within the advertising and digital industry media, as well as in key vertical sectors such as retail, sport, broadcast, and within the Creator community.
ABOUT THE PROJECT
Snapchat: Educating advertisers on relevance, results and real trust
We also drove the B2B planning and amplification of Snap’s presence at industry events such as the Vogue x Snapchat AR fashion exhibition, Cannes Lions, and Campaign Media360. A successful analyst outreach program engaged and educated industry heavyweights such as WARC and Global Data on the breadth and efficacy of Snap’s advertising offering, and saw Snap spokespeople uniquely featured in high-profile, influential industry reports.
Our work generated unprecedented visibility for the brand in quality press coverage across key media outlets such as Campaign, The Drum, Digiday, Hello Partner, Broadcast, Retail Week, Fashion United, WARC, and many more, as well as multiple speaking and podcast opportunities for Snap executives with outlets including Campaign Media360, VideoWeek, The Media Leader and Broadcast Sport podcasts. In 2023 ,key earned media metrics included 136 Pieces of Coverage, reaching an audience of 8.25M, in outlets with a maximum domain authority of 92.
