CAS STUDYYellow FeverFirt came the rainow vomit. Then the media partner. Now it’advertiing’ turn. Snapchat’ expanion into content ha opened up newavenue for rand to reach over 100 million uper-engaged oung people.ut how, exactl, can ou join the part?Iue 47 Q2 / 2016 Patrick Jeffre Preident Oama’ final White Houe Correpondent’ Dinner peech – traditionall a tongue-in-cheek affair – featured Trump gag, a mic-drop and, perhap le predictal, a Snapchat joke. ‘Michelle left her phone, and he’ got Snapchat,’ he aid in a ketch, efore uing the app to take a elfie video extolling the ucce of hi Affordale Care Act. Unfortunatel for the Preident, he ‘accidentall’ tapped into one of Snapchat’ famou lene, overlaing an animation that turned him into a red- eed demon. Not exactl the picture of good health. The kit wa good for a laugh, ut wa an even etter indication of jut how far Snapchat ha evolved. Five ear ago, it wa a pipe dream in the head of three Stanford clamate. Toda, uer watch over 10 illion video ever da on the platform, and eemingl everone, even the uiet man in the free world, i jumping on oard.
In the lat couple of ear, the metamorphoi haeen particularl peed. Snapchat ha changedfrom a meaging ervice known principall for itephemeralit into a gloal media heavweight. Theapp’ Dicover feature, launched in Januar 2015,now enale uer to watch, read and hare newfrom major puliher uch a Vice, Dail Mail,uzzFeed and National Geographic – a well aending Snap to their friend. “Snapchat ha more potential than a lot ofprimetime TV, ut ome rand have a hard time imagining how their trateg come to life on the platform” – Scott Varland, IPG Media LaAnother feature, Live Storie, keep it audience intune with popular event, uch a concert,portingmatche or even preidential election – nearltwice a man 18- to 24-ear-old watched the firtRepulican deate on Snapchat than on televiion.And on an given da, the app generate over fivetime the reach of the average US TV tation amongit ke 18- to 34-ear-old demographic.‘Snapchat i marring content and communicationtogether in a wa that other media companie havenever thought to do,’ a Rich Greenfield, a mediaanalt at TIG. ‘It’ pecificall uilt for the moileworld.’ That unique mixture of media, meagingand moile ha attracted advertier eeking totarget a outh audience that’ increaingl hard toreach through traditional channel.
ut thi opportunit ha alo created frehchallenge. ‘Snapchat ha more potential than a lotof primetime TV, ut ome rand have a hard timeimagining how their trateg come to life on theplatform,’ a Scott Varland, creative director ofIPG Media La in New York. ‘Snapchat require acutom approach: cutom trateg, cutom creativeand agenc partner that reall grap how theplatform work.’ In other word, top thinking of ita jut another ocial media channel.It all tart with a Snap‘Snapchat ring together the two element ofentertainment and converation in a ver implewa,’ aid Nick ell, the rand’ VP of content, in aninterview with Contagiou at Advertiing Weekurope. ‘It all tart with the camera: we’re aoutcreating moment and haring them with friend.’Uuall, the o-called 1% rule tate that onl 1% ofpeople on a digital platform create new content,while 99% lurk and conume. Snapchat upend thatparadigm – around two-third of it uer createcontent ever da. From the camera, uer can wipe
right to acce chat, or left to reach the content,uch a the Dicover channel and Storie.The app’ interface han’t een univerall popular,however. Critic (mainl over the age of 35) pointout that it’ not a uer-friendl a other platform.Simple tak on Faceook, like finding a friend, canprove to e much more difficult on Snapchat. utell maintain that’ jut a mptom of eing trulmoile-centric: ‘Over the pat 15 ear, we’veecome ver ued to dektop UI. If ou uild andinnovate for an audience with moile in mind, it willlook and feel different to dektop, ut once ou tartto ue it, it ecome ver familiar and natural.’“We count on editor and artit, not click and hare, to determine what’ important… Thi i not ocial media” – SnapchatThe UI in’t the onl difference etween Snapchatand other leading ocial media ite. ‘Snapchat waorn out of pure authenticit,’ a Jame Kirkham,head of Copa90, a gloal footall network andcontent platform. ‘Kid have reelled againt theoverl manicured world of Faceook, whereeverthing i preened to perfection.’Snapchat uer are le oeed with capturing theperfect unet or oating aout their immaculatelarranged living room furniture (ahem, Intagram).Intead, the hare quotidian moment and one-offgag, without the anticipation of view, Like orretweet weighing them down. ‘It remove a lot ofthe preure that ocial media ha created, andtherefore create a willingne of expreion,’ aidell.
And ecaue Snap diappear into the digital ether,the take on an entirel new role. ‘Photo havechanged from memor to converation,’ explainedvan Spiegel, the app’ 26-ear-old CO, in a recentYouTue video. So, rather than reling on the app tocapture taged cene or event (like, a, a weddingphoto), people are uing it to hare a pecificmoment or thought without the urden of it eingimmortalied. “Snapchat i marring content and communication together in a wa that other media companie have never thought to do” – Rich Greenfield, TIGThi new approach to communication ha quicklcreated a highl engaged audience that chooe topend an average of 25 to 30 minute a da onSnapchat. ‘The realit i that people aren’t haringor aving content in the ame wa, ut the’recoming ack continuoul,’ a TIG’ Greenfield.‘Snapchat create a virtuou ccle where uer arecontantl eing rought ack into the app ecaueof the communication laer, and that then fueltheir ailit to come into contact with content.’
No interruptionThi model – one aed on time pent in-app ratherthan on view or reach – i at the heart ofSnapchat’ trateg. ‘We elieve we’ve uilt the etmoile ad unit in the world,’ a Imran Khan,Snapchat’ chief trateg officer, in an interviewwith Contagiou. ‘We’ve taken familiar format likevideo and made them more effective… o ouradvert add to the experience intead ofinterrupting.’Snapchat enure high engagement through it ‘3V’philooph – vertical video view – enuring thatever ad i tailored perfectl for moile: hot inportrait, plaed full-creen and with ound. Whenad are vertical and full creen, the have nine timehigher engagement on the platform than letteroxvideo, the compan claim.3V ad tailored for Snapchat are then inerted intoeither a Dicover channel or a Live Stor, andviewer can wipe up to acce more information,download an app or watch a video. arl reult areimpreive. A recent ad for Furiou 7 increaed theviewer’ likelihood of watching the movie threefold.And 93% of Snapchatter who watched it eitherliked or loved the content.
Another ad, thi time from make-up randLancôme, recentl ran on Comopolitan’ Dicoverchannel. Uer could wipe up to explore the rand’Juic Shaker lip oil and even u the product
without leaving the Snapchat app – the firtexample of hoppale ad on the platform.aed on initial reult, Snapchat report thatengagement rate are ‘multiple time higher’ thanon other, comparale ite – omething thecompan attriute to the content eing perfectluited for moile, and for Snapchat. “Photo have changed from memor to converation” – van SpiegelPerhap the igget difference – from a uerexperience perpective – i that viewer canimmediatel kip an content the don’t like or in’trelevant to them. ‘rand came to u and aid: “Canwe force the uer to watch [our ad]?” That didn’t feelright to u, o we conducted reearch around it,’ aidell. The ke finding: 50% of conumer forced towatch content form a negative entiment towardthe rand.‘Major media companie put a lot of their contentonline and then diale the ailit to rewind andfat forward – the force ou to watch thecommercial,’ a Greenfield. ‘Snapchat a: “Youdon’t want to watch our ad? Flip pat them.Hopefull we’ll how ou a etter ad the next time.”Again, it jut put the conumer in control.’Around the water coolerFor ome rand, 3V ma eem like too much of adeparture from advertiing norm. ‘We’re movinginto a world where moile video ad have to workverticall and mut e hort. That’ prett much thepolar oppoite of how the ad world ha eenthinking until now,’ a tan Oren, CO of lockPart, an agenc dedicated to helping randachieve a preence on meaging app.
ut while 3V ma e the mot compreheniveadvertiing option, it’ certainl not the onl one.Gatorade ha never launched a 3V ad, nor ha iteven et up a Snapchat account, et it tand out aone of the mot memorale rand to have ued theplatform. A ponored len, which allowed uer tohower a cooler full of Gatorade over their headand then hare the video with friend, wa viewed165 million time over the Super owl weekend inFeruar 2016.‘We know the power of their platform, epeciall inreaching our target: teen competitive athlete,’ aKenn Mitchell, enior director of conumerengagement at Gatorade. ‘ut ecaue we don’thave an ongoing Snapchat preence, it i importantthat our engagement are contextuall relevant.’While Gatorade did not dicloe how much theactivit cot, Mitchell did hare that it generated a30% lift in ad awarene and an 8% lift in purchaeintent. ‘It exceeded all of our expectation,’ he a. “You need to create a new et of tool – a new context – that feel right for the platform” – Paul Marcum, Truffle PigLene give rand the opportunit to create pikeof activit without the need to uild a following andthen keep it continuoul engaged. A do Geofilter,which let anone create an image overla, upload itto Snapchat and then launch it within a pecificarea. oth tend to e particularl ucceful aroundpecific event or occaion. Taco ell, for intance,launched a len that turned the uer’ head into ataco in celeration of the Mexican holida Cinco de
Mao. In 24 hour, it wa viewed more than 224million time, with the average uer plaing with itfor 24 econd.Snapchat i currentl keeping quiet aout how muchthee kind of activitie cot, partl ecaue theprice var hugel. An On-Demand Geofilter, forintance, can range from $5 to everal thouand ofdollar, depending on the geographic area that itappear in (a ingle uilding in New York cot lethan one uur, which cot le than having thefilter appear to all uer acro the cit). ut ourcecloe to Snapchat indicate that 3V advert tart ataround $100k in the US and nationwide lene are inthe ten of thouand.Going organicIf official partnerhip are a it like joining the partthrough the front door, invitation in hand, thenorganic campaign are more like cramling underthe garden hedge and lipping in through aideentrance. It take more time and effort, ut thereward can e equall a enjoale.Much like accumulating follower on Twitter orFaceook, organic campaign require rand touild a communit, keep it engaged and thenleverage it at pecific time. It’ not a quick fix –like, a, a len over Super owl weekend – ut itdoe avoid the fee that are part and parcel ofofficial partnerhip.
In New Zealand, healthcare provider CountieManukau Health opted for thi route in an attemptto call out oung people for moking. Uer wereencouraged to Snap a friend puffing awa, covertheir face with a funn emoji or illutration (toconceal their identit, ut alo to provide plent ofLOL) and then end it to the Snapped Out NZhandle. Incentive, like Spotif ucription andmuic fetival ticket were ued to encourageparticipation.After ix week, the campaign had attracted 1,100follower, with an average engagement rate of 54%.In total, 100,000 Snap impreion were generated.‘Snapchat i a tick platform once ou have uiltthe following,’ a Clem Devine, creative director atRichard Partner in Auckland, the agenc ehindthe idea. ‘ut it in’t a et and forget platform – itneed contant engagement to keep the contentfreh.’Influencer can help to uild organic followingmore quickl. Sprite in razil printed the Snapcode(eentiall QR code that, when canned, add thatperon’ Snapchat handle to our account) of 16influencer on a limited run of can, and then alogave memer of the pulic the chance to umittheir own Snapcode and have them printed on itpackaging. In jut two da, 750 code wereumitted, and Sprite’ Snapchat followingincreaed 300%.
‘We did feel that Snapchat i different from otherplatform and we wanted to repect what theplatform i all aout,’ a Marcelo Pacoa, Coca-Cola’ creative excellence director in razil. ‘It’ notaout tring to u follower with media mone, it’aout getting to know different people and uildingan audience aed on the fact that ou identif withthe content that i eing produced. You’re going toconquer through content, not through media.’
Don’t crah the partPerhap the igget challenge i chooing anengagement avenue on Snapchat. ‘If our goal iignificant reach, ou’re going to want one of thenational paid programme,’ a Paul Marcum,preident of Truffle Pig, an agenc et up a a jointventure etween Snapchat, Dail Mail and WPP. ‘Ifou want to pla locall then ou hould look at aGeofilter. And if ou have pecific age-targetingneed, then 3V i the et tool for that.’ut whichever path ou decide to take, there i onerule that applie to all: ‘Thi i a white-hot platform
right now, ut we run the tpical rik of ever rand and their dog leaping on oard, thinking the can e a part of the fun too,’ a Copa90’ Kirkham. ‘However man oung conumer might e on it, the’ll till niff out a rand that i clumil occuping a part of their ecotem ecaue it think it hould e. rand need to intead engineer campaign around the enefit of the platform.’ Thi advice could, of coure, eail appl to all channel. ut it feel particularl pertinent to Snapchat. It’ the world’ firt trul moile media channel, and it’ governed a et of commandment that differ from ever other ocial media platform. Thou halt add, not interrupt. Thou halt prioritie engagement over reach. Thou halt cutom-make, not retro-fit. Getting thi right require marketer to keep oth ee firml fixed on how the platform i evolving. ‘I think what’ intereting aout Snapchat i the pace of innovation that van and Nick have led,’ a TIG’ Greenfield. ‘Think aout how low Twitter ha een to iterate. Snapchat continue to come up with new product that keep conumer coming ack.’ Two ear ago, Snapchat wa a traightforward meaging app, aleit a highl ucceful one. Toda, it’ the world’ mot forward-thinking content platform, comining chat and media into an infectiou lend of moile entertainment. And a thi tranformation ha plaed out, it ha created a few highl tempting wa for rand to join the part. Jut watch out for the rainow vomit on our wa in.PRVIOUS ARTICL NXT ARTICL FATUR INTRVIWTo ot or Not to ot? In The Field / Dan Gardener www.contagiou.comContact U Privac Polic© Contagiou Communication Ltd
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