Advertising best practice, evidence and insights

What we know about marketing on Snapchat

Article • WARC Best Practice, February 2019

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

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.

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.

Puck: Save the Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Gold, Effective Social Strategy, 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 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.

Crocs: Snapchat Lens

Case Study • Megan Mills, Charlotte Robertson, Melanie Mahaffey, WARC Awards, Entrant, Effective Social Strategy, 2019

Crocs, the casual footwear company, targeted millennials by capitalising on social media trends to build brand recognition in the US.

Snapchat's strategy shift: a camera platform

News • 09 April 2019

The camera app Snapchat has fallen victim to copycat efforts from far larger competitors, for more than two years.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

WiseDriving: Defying the odds - Using mobile to build brand

Case Study • Data and Marketing Association, Gold, 2018

WiseDriving, a car insurance brand, increased awareness and demand in the UK by launching a geo-targeted campaign that advertised to people who were just passing their tests.

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Silver, Effective Channel Integration, 2018

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

BMW X2 Snapalizer

Case Study • European Association of Communications Agencies, Finalist, 2018

BMW, the car manufacturer, inspired and engaged young, highly digital customers in Europe, increasing awareness of its compact SUV, the BMW X2.

Snapchat launches original content in bid to win back users

News • 11 October 2018

In a big fightback for market share, Snapchat has launched “Snap Originals” – unique content that includes drama, horror, mystery and comedy, designed specifically for the Snapchat platform.

Budweiser: Light Up The Nation

Case Study • Paul Lipson, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Ford EcoSport: In-Car AR

Case Study • MMA Smarties, Gold, Global, 2018

Automaker Ford targeted a younger audience in Canada by launching its new mini SUV model through an engaging augmented reality experience.

Lufthansa's brand takes flight with Snapchat

News • 10 September 2018

LOS ANGELES: Lufthansa, the air carrier, has successfully leveraged Snapchat’s messaging app as a tool for humanising its brand.

Adidas shows Snapchat's e-commerce acumen

News • 29 August 2018

LOS ANGELES: Adidas, the German sportswear giant, has used a Snapchat e-commerce activation feature previously used by Nike, as the platform demonstrates a new way to drive value for brands.

How Lufthansa embraced Snapchat to drive brand “warmth”

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Puck: Cook with Her

Case Study • Tahaab Rais, Aakriti Goel, WARC Prize for MENA Strategy, Silver, 2018

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Budweiser Canada: Light Up the Nation

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Snapchat's offline impact measurement

News • 14 June 2018

LONDON: Snapchat, the image sharing camera app, has answered critics of its measurement capabilities with a new deal with LiveRamp, which it says will allow UK brands to measure the impact of campaigns on offline sales.

Oops (we did it again) - another brand extension story from O2

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

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