Snapchat has been on a hunt for new users for some time, they have been trying to position themselves as a more authentic app than its rivals like Instagram, Twitter and Facebook. The social media platform seems to be making some progress in a very hard feat. The social media platform had a wonderful second quarter, they gained 13 million users. These 13 million users are well above the 2 million forecasted by analysts. They have decided to build on this momentum by rolling out its first major global campaign. The campaign is called ‘Real Friends’ and it aims to position the app as a place where ‘Real Friends’ can connect.
About Snapchat’s Real Friends Campaign
The campaign was developed by Snapchat’s in-house creative team with. They worked with SpecialGuest, a Brooklyn based communications and art firm to create the campaign. With the Real Friends campaign, Snapchat is shining a spotlight on how the app cultivates authentic and lasting friendships. To support their claim, the brand released a series of short videos which feature real messages shared between different sets of people from across the world. The short videos are basically testimonials from users who maintain close ties through the messaging app. The short videos tell the stories of 70 users from 12 countries.
More Details about the Snapchat Real Friends Campaign
This campaign is the first work under the social media platforms new chief marketing officer Kenny Mitchell. Kenney Mitchell joined the social media platform in April from McDonald’s. Once the social media platform officially launched the campaign, paid media will begin running across different platforms. These platforms include cinema, broadcast, print and digital channels. The campaign will run in the US, India and Australia and will continue through the autumn in European markets.
A teaser campaign has been running in the lead up to the official launch of the campaign. The teaser campaign highlighting quotes about friendship and runs across OOH, print, Spotify and more. They have also launched a ‘hashtag takeover’ on Instagram and they have also paid Instagram influencers to post friendship quotes. The friendship quotes are placed on the brand’s yellow-hued background using #RealFriends and #FriendshipQuotes.