Advertising best practice, evidence and insights

What we know about marketing on Snapchat

Article • WARC Best Practice, January 2020

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020

Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

How brands can use dark social in their marketing campaigns

Article • Stefano Maggi, WARC Exclusive, December 2019

While social media analytics are easily trackable, a huge amount of sharing traffic is ‘dark’ and shared person to person.

Mondelez: It's Hunting Season

Case Study • Data and Marketing Association, Silver, 2019

Mondelez, a confectionery, food and beverage company, boosted sales of Creme Egg in the UK by launching immersive social content that encouraged people to hunt for a coveted white egg.

belairdirect: The Real Fan

Case Study • PHD Montreal, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Insurance company belairdirect used a multichannel, fan-focused, approach to raise awareness of its sponsorship of the Canadian Football League, in turn building its consumer profile.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Silver and Effective Native Special Award, Effective Use of Partnerships and Sponsorships, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Cadbury Valentine day

Case Study • MMA Smarties, Finalist, India, 2019

Cadbury, a confectionery brand, created an AR Snapchat lens to reach Indian youths on Valentine's Day.

Optrex: From dry eye to screen eyes

Case Study • Account Planning Group - (UK), Silver, 2019

Optrex, an eyecare brand, grew its market in the UK by launching a campaign showing a series of characters with screens for eyes, turning dry eyes into Screen Eyes.

Snapchat and Tik Tok: The evolution of social video

Article • Brian Carruthers, Event Reports, DMEXCO, September 2019

An exploration of the camera and video apps Snapchat and TikTok, and how brands are using them.

SBT: Mexeu com Criança

Case Study • MMA Smarties, Gold, LATAM, 2019

SBT, a TV channel, used a popular Snapchat filter to triple user awareness rates for child abuse across Brazil.

Budweiser FIFA World Cup Campaign

Case Study • ARF Ogilvy Awards, Gold, 2019

Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.

Cadbury Dairy Milk Silk: Pop Your Heart Out

Case Study • Abigail Dias, Shreshth Trehan, WARC Prize for Asian Strategy, Entrant, 2019

Cadbury Dairy Milk Silk built an innovative association with Valentine's Day in India to create relevance and cement its role in the lives of its audience.

Cadbury Dairy Milk Silk: Wooing the next generation of chocolate lovers

Case Study • Abigail Dias, Shreshth Trehan, WARC Prize for Asian Strategy, Entrant, 2019

Chocolate brand Cadbury Dairy Milk Silk deployed a three-pronged creative strategy to renew desire and increase relevance in India.

Snap launches India operations following surge in users

News • 14 August 2019

The number of daily active users of Snapchat in India has jumped 40% year-on-year in the quarter ending June, prompting Snap Inc.

Puck: Save The Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Emirates NBD: The Local’s UAE Bank

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2019

Bank Emirates NBD used Snapchat to appeal to locals in the United Arab Emirates and grow its business.

Nett Tampons: Boys React To Tampons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Subway: Subway Live Feed 2017

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Subway, a fast food restaurant, increased sales globally by launching a one-day activation that offered a free sub and gave a meal to the hungry for every sub purchased.

Anglian Water’s First Water Funfair

Case Study • Design Business Association, Gold, 2019

Anglian Water, a water company, increased engagement in the UK by designing a funfair-themed consultation event that inspired families to engage with Anglian Water.

Syft: Building The Future Of Work

Case Study • Marketing Society UK, The Brave Awards, Winner, Scaling Up, 2019

Syft, a recruitment company, took a social-led approach to reach 18 to 25-year-olds, which resulted in 6,000 app installs and a click-through rate of 10%.

eBay Corporate Services GmbH: THE unFORGOTTEN GOAL

Case Study • SABRE Awards, EMEA, Web-Based Business, Gold, 2019

Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

River Island: Labels Are For Clothes

Case Study • Zehra Chatoo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

River Island, the British fashion brand, successfully increased revenue in the UK by running an informed social media campaign.

Emirates NBD: The Locals' UAE Bank

Case Study • Tahaab Rais, Tala Arakji, WARC Awards, Entrant, Effective Social Strategy, 2019

Bank Emirates NBD used Snapchat to appeal to locals in the United Arab Emirates and grow its business.

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