Snapchat as a platform for branded content?

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With the growing number of social platforms, businesses have numerous ways to communicate with their customers.
 Today we are taking a look at the mobile app ‘Snapchat’, that allows for its users to send images that automatically delete themselves a few seconds after being viewed.

It seems like Snapchat has gotten a lot of attention in the tech world lately. Around 200,000 private Snapchat images were hacked which, of course, raises the question of user security. Furthermore the social network’s Chief Executive, Evan Spiegel, announced last week that the service will no longer be ad-free. Nevertheless, Snapchat, with a core audience of 13-25 year old kids, makes it easy to reach the youth who may or may not use Snapchat as an escape from the maturity that has invaded Facebook.


Snapchat as a marketing tool? 

If Snapchat deals properly with the hacking scandal, the platform has extensive potential. Since its first launch in 2011 and rebranding in 2012, Snapchat has grown rapidly. More than 100 million users worldwide share over 400 million snaps a day (outpacing the photo-sharing activity on both Facebook and Instagram!). This makes Snapchat a creative marketing tool hard to ignore.
The creative possibilities of Snapchat enables a brand to communicate personal visual messages to its consumers (no need to mention the importance of visual storytelling, right?) on a one-to-one basis.

 

Best practice for brand communication on Snapchat

 

• Promote your brand: Use your other social platforms (Facebook, Instagram, Twitter) to promote your Snapchat profile. People have to actively add you as a friend -which of course limits the number of followers- but also secures that nobody gets annoyed with snaps they haven’t asked for.

 

• Get creative: If you use the drawing function, it will make your brand seem more personal and easy-going. You don’t want to send out glossy advertisements, but messages showing a person behind the brand. Also, you can use the video function to show behind the scenes footage or to introduce team-members. Letting different employees participate in creating the Snapchat content can add some new perspectives.
And don’t forget the ‘Stories’ function that enables you to add an image or video to your profile. The ‘Story’ lasts for 24 hours and allows for a longer message with potentially more impact.

 

• Let the users create the content: Encourage the users to participate in campaigns by sending images or videos of them using the product. Thank them with coupons, more contests or whatever makes sense to your brand.

 

• Embrace the time limit: Send out teasers for products that are about to be launched. Reveal what is behind the scenes with sneak peeks from the office or the production. The briefness of a Snap makes it easier to consume for the user and that’s a great advantage for the advertiser, who is trying to break through to young consumers with a limited attention span.

 

As you can see, the brand communication of Snapchat should be based on the same rules as Facebook, Instagram, Twitter etc: choose the right timing, get to know your users and align with your brand. Understanding both your target group and their context is crucial in order to create a dynamic dialogue. Now only time will show how many brands decide to join the Snapchat journey and the willingness of users to participate.

 

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.