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What we know about marketing on Snapchat

Article • WARC Best Practice, January 2022

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

Dove: #CheckYourself

Case Study • MMA Smarties, Gold, X (Global), 2021

Dove, a personal care brand, launched a campaign in Sweden to educate young women about the importance of self-checking for signs of breast cancer and amplify the association between Dove and Pink Ribbon.

Global Ad Trends: 2022 – Where is the money going?

Data • James McDonald and Rob Clapp, WARC Data, December 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts for 2022/23. Key findings include:

What drives consumers to engage with influencers? Segmenting consumer response to influencers: Insights for managing social-media relationships

Research Paper • Justine Rapp Farrell, Colin Campbell, and Sean Sand, Journal of Advertising Research, Digital First, November 2021

Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media.

Goldfish Crackers: Feeding imagination

Case Study • AME Awards, Bronze, 2021

Goldfish Crackers, a snack brand, launched a campaign in Canada to unlock the emotional relationship that can sustain brand preference, increase relevance and brand equity and increase net sales growth.

The Ice Cream Shop: Fantasy fleet

Case Study • AME Awards, Silver, 2021

The Ice Cream Shop, an ice cream brand, launched a campaign in the US to increase sales and introduce ice cream delivery.

Snapchat ad revenue tops $1bn but weighed down by Apple's privacy push

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Snapchat's advertising revenue growth.

Paddy Power: Save Our Shirt - How a brand turned the tables on its own sector by saving fans’ football shirts from betting sponsors

Case Study • APG (UK), Bronze, 2021

Paddy Power, a betting firm, launched the #SaveOurShirt campaign in the UK to change the way betting firms sponsor football clubs kit and save fans from becoming walking billboards by removing sponsorship logos from shirts.

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Case Study • APG (UK), Gold, 2021

McDonald's, a fast-food chain, launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

Snapchat, Advertising revenue, Q1 2016–

Data • WARC Data Points (Dynamic), October 2021

An overview of Snapchat's advertising revenue by market.

Snapchat, Active users, Q1 2014–

Data • WARC Data Points (Dynamic), October 2021

An overview of Snapchat's daily active users by region.

Slovak Psychiatrist Society/Janssen: Countering depression during the Covid-19 pandemic

Case Study • SABRE Awards, IN2, EMEA, 2021

In Slovakia, Slovak Psychiatrist Society, a mental health brand, and Janssen, a pharmaceutical company, used digital tools to target young people to emphasise the importance of depression and its effects on peoples' lives.

The UAE Government Media Office: #FirstArabicCountdown

Case Study • WARC Prize for MENA Strategy, Entrant, 2021

The UAE Government Media Office created a simple, yet powerful, initiative that sparked a movement and connected millions of Arabs around the world in celebrating the launch of the first Arab interplanetary mission.

McDonald's Canada: Friends Wanted

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

McDonald's, a fast food brand, encouraged young people in Canada to apply for jobs with its campaign Friends Wanted.

Snapchat approaches 300m daily active users worldwide

Data • Cinzia Petio, WARC Data Points (Curated), July 2021

An overview of Snapchat daily active users in Q2 2021.

More than half of Twitch, Snapchat and TikTok users are aged 18-24

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of the share of social media users aged between 18 and 24 in the United States.

Puck: Celebrating the everyday chef

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Puck, a cheese brand, launched a campaign to increase brand awareness in the Gulf Cooperation Council.

Lynx: Hot since '95

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Lynx, the body spray brand, reconnected with its target audience and created a long-term brand building opportunity in the UK.

Natural Light: Da Vinci of debt

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Natural Light, a value beer brand in the USA, created many impressions on social media by questioning student debts.

Tim Hortons: Smile cookie 2020

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Tim Hortons, the coffee chain, used the 2020 Smile Cookie campaign to enhance the spirit of community contribution and raise funds for various charities and causes.

Pony Malta: Flavors of another dimension

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Pony Malta, a malt drink brand, launched its special edition Pix (chocolate flavour) and Bit (cookie flavour) drinks in Colombia during the COVID-19 pandemic.

The UAE Government Media Office: #FirstArabicCountdown

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Government entity, the UAE Government Media Office, sparked a movement to unite millions of Arabs globally in celebration of the launch of the first Arab interplanetary mission.

Snapchat adds 15m daily users, approaches 300m total

Data • Rob Clapp, WARC Data Points (Curated), April 2021

An overview of Snapchat's daily active users by region in Q1 2021.

Tinkies: Celebrate Everything

Case Study • MMA Smarties, Silver, EMEA, 2020

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points (Curated), April 2021

An overview of social media planning for 2021 in the retail sector.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include: