Snapchat has launched its largest global marketing campaign in Australia with a focus on highlighting the benefits of AR for brands’ ecommerce strategies.
The Open Your Snapchat campaign first rolled out in the US, UK, Mexico, and India last year. From today, in partnership with OMD, the campaign will feature on digital placements across LinkedIn, Twitter, YouTube, and digital trade sites until April 18.
Snap chief marketing officer Kenny Mitchell says the campaign targets brands, highlighting the opportunities of the app’s camera features.
“AR is highly immersive, so we wanted the campaign to invite brands to develop immersive experiences that help them build deeper relationships with their consumers on Snapchat,” Snap chief marketing officer Kenny Mitchell tells AdNews.
“We wanted to showcase the power of Snap’s camera, so just like Snapchat, we have placed the camera and AR at the heart of the campaign, to demonstrate the infinite possibilities of what marketers can do when they ‘open’ their Snapchat.”
The Australian arm of the campaign leverages brand stories from SWEAT and PepsiCo’s Twisties, underscoring the impact AR can have on brand favourability and ROI. For example, one digital placement for SWEAT says signups for the business lifted by 401% after a Snapchat campaign.
Snap APAC general manager Kathryn Carter says the campaign shows that AR can drive concrete, measurable business results for advertisers.
“We have spent much of the last three years building out on one of the most full-featured and advanced sets of self-serve ad tools on the market – for both brand and direct response advertisers,” Carter tells AdNews.
“We’re bringing the same level of data-driven measurement and management that’s available for video ads to AR so that brands running innovative AR campaigns can optimise against many of the same goals we offer for video ads.
“There’s no better way to highlight the results AR drives than by highlighting our partner’s success, and we want this to be top of mind for marketers who are building out their camera strategies.”
Snapchat first launched its AR tools in 2015 and now claims more than 200 million people engage with AR on the app everyday. The use of AR has increased during the pandemic, particularly for online shopping where consumers can try anything on from beauty products to sneakers and buy from the lens.
Carter says this new consumer behaviour shows no signs of slowing down.
“The next decade will see a new form of marketing strategy dominate – that of the camera strategy,” she says.
“Once a nice-to-have feature, AR has quickly become an essential technology for retailers.
“In part due to the COVID-19 pandemic accelerating the shift to digital shopping, we’re seeing the trend is here to stay as consumers want the benefits of offline shopping online. Beyond retail, there are exciting opportunities for brands to not only drive awareness but also affinity and conversion at scale.”
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