Snap Inc. Wants Businesses to ‘Meet the Snapchat Generation’

The company unveiled its first-ever b-to-b marketing campaign

Collage of Snapchats with a yellow background
The goal of the campaign is to highlight the potential business impact of the Snapchat community. Snap Inc.
Headshot of David Cohen

Meet the Snapchat Generation,” Snap Inc.’s first-ever global business-to-business marketing campaign, is going live Monday across print, broadcast and digital media channels in the U.S., Canada and Australia.

The campaign will be expanded to the U.K. on Aug. 17 and to the rest of Europe, as well as the Middle East and North Africa, on Aug. 24.

Snap’s first global consumer campaign, “Real Friends,” kicked off last July highlighting the power or friendship and the platform’s communication tools.

The new campaign was developed in-house by the company’s global business marketing and internal creative teams, along with external creative agency SpecialGuest.

“Our first marketer-focused campaign showcases what is so special about our community, from their strongly held values to their unique behaviors,” Snap Inc. chief marketing officer Kenny Mitchell said in a statement.

Snap Inc.
Snap Inc.

The new campaign was built around five key themes, according to Snapchat:

Taking social responsibility

Snapchatters care about their role in the world and their responsibility to improve living conditions:

  • 82% of users believe they have a personal responsibility to create the change in the world.
  • 80% of users believe companies have a role to play in solving social issues.
  • Snapchatters are 48% more likely than non-users to feel responsible for Earth’s future and 36% are more likely to care about the environment.

“They’re demanding meaningful change, especially in the areas of what’s ethically and morally right,”  NFL senior vice president of social and influence marketing Ian Trombetta said in a statement.

Building community

Snapchatters tend to use their platforms to elevate new voices.

  • Users are 34% more likely than non-Snapchatters to buy from brands that support their local communities.
  • 85% are more likely to use social media to promote charitable causes
  • 33% are more likely to actively support charitable organizations that matter to them
  • 33% are more likely to give back and volunteer

“One fantastic thing about the Snapchat community is their overall ethos and their positive outlook on where we’re going. We’re here to change the world, and we’re certainly here to change how people shop,” Depop senior performance marketing manager Charlotte Swead said in a statement.

Snap Inc.
Snap Inc.

Celebrating individuality

Gen Z Snapchat users said “Be yourself” is the slogan that best defines them.

  • More than 50% come from a minority racial or ethnic background.
  • Nearly 75% users like to be surrounded by different people, cultures, ideas and lifestyles.

Snap said the majority of its users believe the application’s disappearing messages provide a safe space for them to be themselves. “They are the generation that wants to make more room for everyone to show up more authentically,” Frito-Lay vp of marketing Sadira Furlow said in a statement.

Nurturing friendships

Close friends are more than four times more influential than celebrities or influencers on the purchasing decision of Snapchatters, and more than 80% of them believe bringing joy to others every day is important. “Happy” and “love” have been the most used words in Snapchat Stories this year. And more than 12 million people watched the Snap Original series Mind Yourself, which followed 10 young people and their journey with mental health.

Communicating in new ways

Snap tools, like vertical video—which 75% of users said is more personal and immersive—and augmented reality are popular with users. Most Snapchat users believe sending pictures is more fun than sending texts, and on average, they create more than 15 pictures and videos per day.

“This is a community that loves interacting with brands in immersive environments,” Publicis Media chief digital officer Helen Lin said in a statement.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: August 3, 2020 https://stage.adweek.com/brand-marketing/snap-inc-wants-businesses-to-meet-the-snapchat-generation/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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