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[Case Study]- 4 Brands Nailing it on Snapchat

27/10/2018
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In today’s marketing, storytelling is king.

Marketers are always looking for new and different ways to reach their audience, and they’ve make it in Snapchat.

Brands started seeing the opportunity to connect with users with snap stories. The best part of it all was the companies could track and see how many people were deliberately tuning in and watching their stories.

We’ve put together a list of brands in this case study that have created success with Snapchat for business.

Why Businesses Should Use Snapchat?

Snapchat is a social media platform that allows users to post pictures and updates to all their friends or specific users.

What sets Snapchat apart is that individual posts are deleted after 10 seconds, while public updates disappear after 24 hours.

Though widely considered a millennials-only app, Snapchat’s reach is undeniable.

Some Snapchat Statistics:

  • Total Number of Monthly Active Users: 300 million+
  • Total Number of Daily Active Snapchat Users: 188 million
  • Number of Snaps Created Everyday (Photos & Videos): 3 billion
  • Average Time Spent per User on Daily Basis: 30+ minutes
  • Number of Snapchat Daily Video Views: More than 10 billion

Snapchat for Business Strategies

Snapchat success lies in its ability to tell stories, and the most popular brands still use a little basic marketing strategy.

They include:
  • Storytelling
  • Behind-the-scenes coverage
  • Exclusive content
  • Offers or promotions
  • Partnerships with influencers

Combining one of these strategies with a little creativity will go a long way in an effective Snapchat campaign. The opportunities to create engagement and brand awareness are infinite.

The four brands that nailed on Snapchat:

#1 SHEIN

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The Story

SHEIN is a global, fashion brand that delivers quality and stylish clothes to women and men. It has over 10 million users and operating in 224 countries.

The Objective

SHEIN was looking to expand their reach to a differentiated audience. They connected with Snapchat to create immersive full-screen ad experiences to drive purchases amongst the millennial and Gen Z audience.

The Solution: Snap Ads + Story Ads

SHEIN used Snap Ad App Install ads to drive installs for their app.  They followed the creative best practice of using a short-form video that showcased their products front and center as a way to lure Snapchatters to swipe up.

It also used Story Ads to showcase the breadth and depth of their product lines and engage with an audience that showed high signals of intent.

SHEIN was able to drive better performance by leveraging Snapchat’s optimization tools like Audience Insights and Goal-based Bidding.

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Results

  • 20% higher return on investment vs. goal
  • 50% lower cost per purchase vs. other channels
  • 30% lower cost per signup vs. other channels

#2 Fitbod

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The Story

Fitbod is a mobile fitness app that uses machine learning to modify your workout and guide you through the right sets, reps and weight to reach your fitness goals.

The Objective

Looking to drive more engaged users, the brand came to Snapchat to reach new audiences that would not only download the app but also spend on the platform.

The Solution

With the goal of gaining new users at the lowest CPI and CAC, Fitbod ran an always-on App Install campaigns through Snapchat’s Ads Manager platform. They used a combination of lookalike and predefined audience targeting to effectively reach Snapchatters who were most likely to engage.

They tested multiple creative reiterations to promote their fitness app and subscription service.

Their each Snap Ad also followed the creative best practice of using a strong CTA to quick Snapchatters to swipe up and download the app.

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Results

  • 54% lower CPI than other platforms
  • 31% lower CPA vs. goal

#3 BMW

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The Story

For the launch of the BMW X2 they wanted to change the way people discover new cars by turning the world into a showroom. With the power of augmented reality, Snapchat and BMW created the world’s first product trial Lens.

The Objective

To further encourage excitement for the X2 we turned Snapchatter’s gold to drive awareness of the new car color.

The Solution

Snap Ads + Lens Attachment

BMW was the first advertiser to run Snap Ads that deep connected to a World Lens, so customers could swipe up on the Ad to unlock the Lens. The Lens was a unique way to experience the car. The campaign was worldwide, running in 7 markets.

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Lens

BMW also launched their campaign on Snapchat with an audience Lens to drive awareness of the X2 launch. To challenge one of the new colors of the car, the face Lens turned Snapchatters into gold.

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 Results

  • 54 seconds Average engagement with the X2 Lens
  • 40 million Impressions of the face Lens
  • 1 in 4 Shared or saved the X2 Lens

#4 Adidas

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The Story

Adidas is a multinational corporation that designs and manufactures shoes, clothing and accessories.

“Here to Create” is a multimedia Adidas’s social campaign celebrating the creator inside every athlete.

The Objective

To turn that idea into a drive, Adidas needed a storytelling vehicle that let millions tap into its positive message and express it their own way. Snapchat had the creative tools, engaged audiences, and the scale to appreciate such an ambitious campaign.

The Solution

Snap Ads

Snap Ads provided Adidas the power of vertical video to spread the “Here to Create” message to the crowds. Top Snaps featured renowned athletes admiring the force of creativity and encouraged Snapchatters to swipe up and watch a long-form video of inspiring high school athletes showing off their skills.

Adidas assisted Snapchatters the ads most related to their favorite sports with Sport Snapchat Lifestyle Category targeting to maximize engagement.

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Filter

To get Snapchatters to adopt and supporter the “Here to Create” drive themselves, Adidas launched local Filters that featured the campaign message.

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Audience Lens

Lenses offered Snapchatters a communicating way to further spread the “Here to Create” message. The Selfie Lens targeted at high school and college athletes, encouraged users to engage by raising their eyebrows, which activated a ball of their choice to bounce on their heads.

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The World Lens element featured many plus sign graphics moving in users’ space allowing Snapchatters to spread their positivity in the surroundings around them.

Results

  • +5 pt Lift in message awareness
  • +9 pt Lift in action intent
  • 18% Increase in new visitation to Adidas stores

Conclusion

If you want to use Snapchat for your Business, it isn’t easy. But with its unbelievable reach among the millennial audience and comparatively low cost to advertisers, it is worth a try.

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