Including a TV spot airing during the 66th Annual Grammy Awards.
Snapchat's new brand campaign, Less Social Media. More Snapchat, is the company embarking on a journey to demonstrate to the world what makes it different from social media.
Snapchat was built during the dawn of social media when people were starting to feel pressured to post the perfect stuff. Social media was becoming a popularity contest with users chasing likes, comments and followers.
It was designed to offer people an alternative. Ephemerality, privacy and “real friends only” were early Snapchat tenets.
Snapchat’s number one use case is (and always has been) messaging with friends, not scrolling through a public feed.
The company made deliberate design choices to help prevent the spread of misinformation or harmful content - including moderating content before it can reach a large audience and we don't have live streaming.
Led by chief creative officer Colleen DeCourcy, the 360 marketing campaign includes a TVC, out-of-home, print, and digital ads that take a look at the stark differences between Snapchat and social media platforms.
This will include a TV spot airing during the 66th Annual Grammy Awards in the US on Sunday, February 4, bold OOH placements along popular roadways and high-foot-traffic locales in key US cities, including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago.
The campaign will also have a full page ad in The New York Times’ Sunday Times, as well as takeovers on its digital properties.
In the UK, Snapchat is wrapping taxi cabs with bright and bold 'Less Social Media. More Snapchat' creative, as well as running digital ads.
DeCourcy says Snapchat was built differently from the very beginning as a place where people can be their real selves with their real friends.
"With this campaign, we want to show the world exactly what Snapchat is not, and what it really is. We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them most," she says.