How do you engage Gen Z's shortening attention span? Share real, unvarnished moments between family and friends... and cookies.
Snapchat’s newest brand campaign, ‘Say It in a Snap’, is an ongoing campaign recapturing the engagement of audiences through integrated, activations, OOH and online influencer coverage.
Its most recent addition includes a giveaway of limited-edition Butterboy cookies at Pitt St Mall on September 7.
Snap Inc. ANZ managing director Ryan Ferguson told AdNews they wanted to remind Australia what makes Snapchat different.
"(By) showcasing the unique way snapping with friends and family brings every day moments of joy and connection - something nearly 90% of Aussie Gen Zs already know, because they’re on Snapchat,” Ferguson said.
“To bring this to life, we knew this had to be a fully integrated campaign designed to excite our 8 million-strong Aussie community, as well as the brands and advertisers we partner with.
“With ‘Say It in a Snap’, we wanted to cover every angle - from publicity and a physical activation to influencer content, bold OOH and digital ad creatives.”
The activation will feature original cookie flavours, including caramel fairy bread, milk chocolate marshmallow and pretzel, chilli chocolate and matcha white chocolate & lemon, created by cookbook author of 'Everyday Eats', Jasmin Weston.
The activation was created by the statistics that 56% of young Australians share food-related content as a way to stay connected, according to Snapchat.
Almost 40% (39.1%) find happiness in nostalgic foods and 44% express love by sharing snacks.
The cookies will be randomised as ‘blind boxes’. There will also be an AR mirror experience.
“At its heart, the experiential activation in Pitt Street Mall is a strategic, deliciously playful in-person moment designed to bring the Snapchat brand to life in a way that genuinely surprises and delights our Snapchat community, while also showcasing the inherent fun of the platform to non or previous users,” Ferguson said.
“We wanted to create an experience that truly embodies the feeling of sharing fun, spontaneous moments with friends – the reason why people continue to come to Snapchat.
“It’s about demonstrating, not just telling, the joy of connection and friendship that defines the Snapchat experience.”
More than 8 million Australians come to Snapchat every month, opening the app 40 times a day, according to Snapchat data.
The app reaches nearly 90% of people aged 13 – 24 in Australia.
“The desire to connect with the people who matter the most to us is both universal and enduring,” Ferguson said.
Snapchat also released ‘Sponsored Snaps’ in 2024 to the chat tab and ‘Promoted Places’ on Snap Map, which Ferguson believes has helped advertisers understand the value of advertising within Snapchat.
We’re certainly seeing more advertisers understand the value of this and brands are wanting to get in on the action,” he said.
“We’ve seen great engagement rates from this innovative ad product - the first time we’ve opened up the Chat Tab to brands.”
Influencers including Jeremy Franco, Millie and Chloe and Sydney Foodboy and LinkedIn creators Lisa Teh and Jessia Hatzis are supporting the campaign.
Snapchat has also launched OOH ad creatives featuring brand integrations with both Coles and the NBL, created by independent creative agency Emotive.
The NBL creative features basketball fans sharing their love of the game and getting together to play their favourite sport.
“It’s still early days, but the buzz has been fantastic. We’ve been hearing great feedback about how the creative and really hyper-contextal out of home placements, is landing the essence of how Snapchat offers young Australians something different,” Ferguson said.
“We’ve also had a very positive response from our partners involved in this campaign - Coles, the NBL, MECCA, Guzman y Gomez - who love the way the campaign shows how their brands are showing in real, everyday conversations on Snapchat.”
Snapchat blind-box brand event details:
What: FREE ButterBoy cookie blind boxes for Snapchatters, just show the app on your phone - first come, first served!
When: Sunday, 7 September
Time: From 10am until blind boxes run out
Where: Pitt Street Mall, Sydney
CAMPAIGN CREDITS
CLIENT
Snap Inc.
Marketing
Richard Flanagan
Global Brand Experience
Alycia Emmerson
Communications
Claire Robinson
PR AND INFLUENCER
Ogilvy PR
Sophie Paterson, Head of Gaming and Entertainment
Mitch Henderson, Senior Business Director
Suzie Bird, Senior Client Partner
Ria Bussey, Senior Client Partner
Chloe Mugwangi, Senior Consultant
Andrea Rutgers, Senior Social Specialist
Emily Fookes, Senior Publicist
BRAND EXPERIENCE
Studio Messa
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