MMS: Snapchat Real Friends

Snapchat has released a new ad campaign titled “Real Friends”. The campaign showcases the app’s users and how they have kept in contact with their friends through the social media platform. They are paying to have influencers post about in on their instagram accounts. Ads will also be shown on outlets like Pandora and Spotify.

Kenny Mitchell, who used to work for Gatorade and McDonald’s marketing team, is now the chief marketing officer of Snapchat as of April.  He led the team that come up with the new “Real Friends” campaign. SpecialGuest helped contribute to the creation of the ad, they are a communication and art firm out in Brooklyn, New York.

This is said to be Snapchats first campaign that is globally paid-media. The main target areas of the world for the ad is the United States, Australia, and India. After reaching those areas the next goal is to reach Europe. 

The ad itself features 70 people who use Snapchat from 12 different countries. They talk about their stories with friends. Showing friendship is the main goal of the ad campaign. 

Snapchat is actively trying to find more ways to gain more users. Many people are familiar with their filters that are overused. The filters gave a buzz to the app especially the face swap that changes your gender appearance. 

2016 was a big year that Snapchat grew in their amount of users, but now the company has exceeded that amount in the second quarter of this year. For the first quarter of this year the estimated amount of daily user was 190 million people. In the second quarter numbers jumped up to 203 million daily users. These numbers show that Snapchat is still rising and not going anywhere as of now. Hopefully the new campaign is a way for them to keep on their rise.

Article: https://adage.com/article/digital/snapchat-rolls-out-first-major-global-ad-campaign-back-surging-user-growth/2188176

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