INTEGRATED CAMPAIGN
SNAP INC.
OPEN
YOUR
SNAPCHAT
JULY, 2021
Case Study
Challenge
Snap Inc. is a camera company. But for many years after our IPO, the majority of consumers still do not consider us as a camera company but a social media company. This misinterpretation is a severe problem because our vision is on the future of our camera.
Product Truth
Since Snapchat launched, Snapchat ushered in a fundamental shift in how the camera’s used. Unlike other Social Media apps open to a feed, Snapchat opens directly to the camera, focusing on your POV. Other competitors may be catching on to our technology, but only Snapchat has the world’s biggest AR user community, more than 200+ million daily AR users.
Marketing Goal
Snapchat is a camera company for real friends, but not everyone sees it that way yet. So Snapchat aims to shift and evolve consumer perception of what the Snapchat camera is and can do.
Market & Audience Focus
Snapchat has two major markets:
1. United States & United Kingdom: 25-34-year-old Individualists & Close Connectors.
2. India & Mexico: 18-24 year-old Individualists & Close Connectors.
Creative Insight
The message was simple: Open Your Snapchat. The Snapchat camera can unlock millions of fun augmented reality experiences—all you have to do is open it.
Creative Idea
Open Your Snapchat to experience more at the moment. Amplify cultural moments with Lenses that respond to a real-time conversation.
All you have to do is just open it.
Brand Video
Mario Zucca
We collaborated with artist Mario Zucca to interpret the Snapchat Lens carousel with stylized illustrations that gave the campaign its distinct look and feel.
scannable OOHs
+150
across the world
MEXICO
LONDON
CITY
UNITED STATES
Giant Footsteps
We worked with the sand artist to create giant footsteps at the Santa Monica Pier.
People can experience Sneaky Giant Lens in the juxtaposition of the giant footsteps.
Flying Whale
We surprised travelers at London’s Waterloo Station with a giant flying whale.
People can enjoy Flying Whale lens in the juxtaposition of the shadow.
/ / / Giant Footsteps
Invited
brands to join our campaign.
Westfield
Bridge
JORDAN
PIAGET
SoHo
AMERICAN EAGLE
FARFETCH
Dune
+22%
Consideration
+10%
Brand Trust
+83%
Positive Sentiment of #OpenYourSnapchat
