Snapchat highlights its unique users in first global B2B campaign

Snapchat is tapping into the characteristics of its users to communicate to brands the advantages of marketing to the ‘Snapchat Generation’.

The campaign, which is the first global B2B campaign from the social media platform, launched in Australia yesterday. It is backed by the insight that Snapchat users are 34% more likely than non-users to buy from brands that support their local community. More locally, that figure is over half of Australian users.

The campaign film combines various marketing features available on the platform, such as AI and branded filters, with the values and behaviours of Snapchat users, and commentary of key marketers in the US from the NFL, Frito-Lay, Depop and MGM Resorts.

Research behind the campaign found five key themes in the values that set Snapchat users apart: taking social responsibility, building community, celebrating individuality, nurturing friendships and communicating in new ways.

Snapchat’s users reported that close friends are over four times more influential than celebrities and influencers on purchasing decisions. For Australian users, close friends are over five times more influential. Snap also claimed that the platform reaches 90% of all 18 to 24-year-olds.

Kathryn Carter, general manager of Snap Inc for ANZ, South-East Asia and Hong Kong, explained the Snapchat users had a high lifetime value for marketers.

“The Snapchat Generation are Australia’s consumers of today, and critically the future. They have significant lifetime values for our advertising partners and are in the process of building brand loyalties, which makes our audience extremely attractive to advertisers,” Carter said.

“We’re excited to be launching this global campaign in Australia, helping educate even more businesses on the power of the Snapchat generation.”

The campaign was developed by Snap’s global business marketing team, internal creative team, and external creative agency Special Guest.


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