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Snapshot: Snapchat

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Welcome to the new edition of our Snapshot. In this episode, we will present a collection of cases connected to the Snapchat social media platform and map out how do brands, businesses and organisations make use of it.
The report is divided into two parts:

WHAT IS HAPPENING - where we describe the context of Snapchat together with some numbers behind it
THE BEST OF SNAPCHAT - where you can find a collection of best practice inspiration coming from businesses and organisations that we have divided into seven main use cases.

Veröffentlicht in: Marketing
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Snapshot: Snapchat

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. Explore how innovative brands like Burberry, McDonald’s, Marriott, Sprite or Heineken are using Snapchat SNAPSHOT: SNAPCHAT 1
  2. 2. UNDERSTAND TODAY. SHAPE TOMORROW. Welcome to the new edition of our Snapshot. In this episode, we will present a collection of cases connected to the Snapchat social media platform and map out how do brands, businesses and organisations make use of it. The report is divided into two parts: - WHAT IS HAPPENING - where we describe the context of Snapchat together with some numbers behind it - THE BEST OF SNAPCHAT - where you can find a collection of best practice inspiration coming from businesses and organisations that we have divided into seven main use cases. ABOUT THE SNAPSHOT. This is a collection of cases and signs related to Snapchat video messaging app. LHBS Inspiration-Hub Fabiola Lewandowska Consultant at LHBS lhbs.com | fl@lhbs.com INTRODUCTION 2 INTRO DUCTION. LHBS SNAPSHOT SERIES // SNAPCHAT
  3. 3. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Chapter Two (pp. 13-41) THE BEST OF SNAPCHAT APPENDIX Chapter One (pp. 4-12) WHAT IS HAPPENING? 3 LHBS SNAPSHOT SERIES // SNAPCHAT (pp. 42-43)
  4. 4. WHAT IS HAPPENING? About Snapchat and some numbers behind it, including monetization schemes UNDERSTAND TODAY. SHAPE TOMORROW. 4 LHBS SNAPSHOT SERIES // SNAPCHAT
  5. 5. UNDERSTAND TODAY. SHAPE TOMORROW. WHAT IS HAPPENING What is Snapchat? In a nutshell, Snapchat is an ephemeral video messaging application launched in 2011. There are three main uses of the platform: - The app lets users take photos, record videos, add text and drawings and send them to a dedicated list of recipients. Snaps are available for the recipient for a limited time (1 to 10 seconds) - The “stories” functionality lets users or brands compile individual Snaps into a “story” that can be viewed by followers. Each story is available for 24 hours - “Discover” area features short-form content from major publishers including BuzzFeed, Cosmopolitan, CNN, Mashable, National Geographic, Vice, etc. 5 LHBS SNAPSHOT SERIES // SNAPCHAT
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. Snapchat has currently daily active users 6 100 million Source: http://fortune.com/2015/10/01/snapchat-sponsored-lenses/ LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. Snapchat gets video views per day (it nearly matches Facebook) 7 8 billion Source: http://www.fastcompany.com/3057324/most-innovative-companies/snapchat-gets-8- LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. gets viewers per day on their Snapchat Discover channel 8Source: http://www.adweek.com/news/technology/here-are-6-new-snapchat-stats-show-why- 3 million LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. Snapchat is asking brands at least for a day of a “Live Story” 9Source: http://www.vanityfair.com/news/2016/02/is-snapchat-growing-up? $ 250,000 LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. Snapchat is asking brands at least to take over a publisher’s channel on Snapchat Discover 10Source: http://www.vanityfair.com/news/2016/02/is-snapchat-growing-up? $ 50,000 LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 100 million-plus daily users are spending an average of on Snapchat every day 11Source: http://recode.net/2016/02/29/snapchat-users-now-watch-eight-billion-videos-per- 30 minutes LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. More than half of the new users signing up to Snapchat these days are over 12Source: http://recode.net/2016/02/29/snapchat-users-now-watch-eight-billion-videos-per- 25 years old LHBS SNAPSHOT SERIES // SNAPCHAT WHAT IS HAPPENING
  13. 13. THE BEST OF SNAPCHAT Collection of cases from across industries as well as institutions that use Snapchat as a means of communication UNDERSTAND TODAY. SHAPE TOMORROW. 13 LHBS SNAPSHOT SERIES // SNAPCHAT
  14. 14. THE BEST OF SNAPCHAT UNDERSTAND TODAY. SHAPE TOMORROW. 14 LHBS SNAPSHOT SERIES // SNAPCHAT Behind the scenes Product sneak peaks & previews Contests & challenges Location-based extras Storytelling Rapid updates Co-creation with users On the basis of signs collected in this Snapshot, we have determined the following use cases for brands using Snapchat or collaborating with it:
  15. 15. BEHIND THE SCENES
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW.Source: NASA Snaps Astronaut’s Return NASA raises excitement as astronaut Scott Kelly returns from International Space Station by creating Live Story on Snapchat. “The excitement surrounding astronaut Kelly's return is being heightened with the NASA Snapchat story, in which users were able to follow his trip home and the events to follow. Videos and images from his perspective, as well as other employees at different posts for NASA, are giving fans an inside look into what goes on at the administration.” 16Source: http://www.mobilemarketer.com/cms/news/social-networks/22377.html LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Brooklyn Beckham’s Burberry Gig Burberry invited Brooklyn Beckham for its latest fragrance campaign — but not as a model. The 16- year-old son of David and Victoria Beckham was chosen to snap the advertisement. The entire experience was documented on Burberry's own Snapchat channel where models danced, made funny faces and posed for the eldest of the Beckham squad. “Brooklyn Beckham’s got many million Instagram followers, that’s what’s attracted Burberry. The people his age are Burberry’s target market or the future target market.” 17Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: McDonald’s Behind the Scenes with LeBron McDonald’s provided unique looks on favourite athletes and added extreme value to its social presence. The McDonald’s brand snapped out pictures from behind the scenes of preparing their commercial with athletes like LeBron, Richard Sherman or Johnny Manziel. The brand enriched the footage with creative food snaps as well as contests. 18Source: http://www.fastcocreate.com/3033793/how-12-brands-used-snapchat LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  19. 19. PRODUCT SNEAK PEEKS & PREVIEWS
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Acura Shares Car Previews via Snapchat Acura car manufacturer used Snapchat to give a preview of their new NSX Prototype. The brand has first sent a Tweet promising that the first 100 new followers that will add Acura as a friend on Snapchat will receive an exclusive sneak peek of the new NSX model. As said, Acura sent a Snap to their new followers with a six-second preview of the car speeding around the racetrack. 20Source: http://tier10lab.com/2013/08/01/acura-snapchat-new-ads/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Retailers Share Fashion Week Moments on Snapchat Fashion retailers and fashion brands start to appeal to the younger audience (even if they are less prolific buyers) through channels like Snapchat – after all it is better to be an early adopter than a latecomer. Retailers such as Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bloomingdale’s or Moda Operandi are already operating through Snapchat showing sneak peeks previews of new collections that will soon be available in their stores. One question remains: how should fashion labels adapt in order to deliver to the instant expectations of consumers that now need to wait months to purchase items from the runway? 21Source: http://www.luxurydaily.com/retailers-turn-to-snapchat-to-share-fashion-week-with- LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Taco Bell’s Influencers Tease Super Bowl Ad on Snapchat Taco Bell has made Snapchat a core part of their Super Bowl campaign and let their Snapchat influencers tease the company's story before the event. Top Snapchat personalities like Shonduras and musicians like The Mowgli’s posted messages to their followers telling them to join the story on Taco Bell’s account, which teased the new mystery item ahead of the brand’s new menu item ahead of the first- quarter Super Bowl ad that revealed the new item. Taco Bell hopes the buzz brought newcomers to its Snapchat account, where it currently has 250,000 followers. “Those are our most engaged fans, so we want to give them the news first,” said Taco Bell. 22Source: https://lhbs.inspiration-hub.com/en/main#taco-bell-s-influencers-tease-super-bowl-ad- LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  23. 23. CONTESTS & CHALLENGES
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Heineken Sends Snaps with Clues at Coachella During the Coachella Valley Music and Arts Festival, Heineken leveraged the power of Snapchat and teased performances happening at their Heineken House. Snapchat users were asked to connect to HeinekenSnapWho on the platform. After initial check if they’re 18+, the brand started sending snaps with clues of selected artists that were lined up to perform in they Heineken House. Once the user correctly guessed the name of the artist, he was granted exclusive information of when the gig was actually happening. 24Source: http://www.eventmarketer.com/article/heineken-houses-cold-beer-snapchat-strategy- LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Tribeca & the Evolution of Storytelling The evolution of storytelling. Snapchat users will now be able to enter their videos for a chance to visit the film festival and have their work featured at the big event. The film festival partnered with Snapchat for the campaign, allowing users to submit 200-second videos created through the use of the app. Participants must record and edit their footage on Snapchat only, and cannot exceed the 200-second time limit. The Tribeca Film Festival will feature ten 200-second funny stories from the contest picked by a panel of judges. 25Source: http://www.mobilemarketer.com/cms/news/video/22313.html LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  26. 26. LOCATION-BASED EXTRAS
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Custom Snapchat Filters Make your own Snapchat filters. On-Demand Geofilters let you create and publish a Geofilter for your party, wedding, business, or any other place or event. You can buy On-Demand Geofilters for an event or even an entire block — for an hour or up to thirty days. Pricing starts at $5, and depends on a few factors including, among others, the size of your geofence and the time period you’ve chosen. 27Source: http://blog.snapchat.com/post/139795604115/on-demand-geofilters LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: McDonald’s Geofiltered Snapchat Stickers The fast food chain has geotargeting its Snapchat campaign with branded stickers that reflect where the user is located. The sticker capability is earned whenever a Snapchat user physically visits a McDonalds location in the US and uses the app's filter function. The decorative geofilters feature a variety of graphics that represent the brand, such as an bag of french fries being poured over a cheeseburger, as well as logos, slogans, and colorful banners. 28Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IHOP’s Own Snapchat Filters Targeting Patrons inside restaurants. IHOP and Snapchat developed “chain geo-filters” that serve as location-based dynamic art which can be added to photos or video snaps. Customers taking snaps will be able to choose from serval IHOP-themed overlays. According to IPHOP, custom Snapchat filters got more than 3 million views in the first days after releasing them. 29Source: http://www.adweek.com/news/technology/ihop-geo-fencing-snapchat-filter-so-only- LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  30. 30. STORYTELLING
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: THE BEST OF SNAPCHAT Snapchat’s Sponsored Lenses Insert special (& branded) effects in your selfies. Snapchat’s Lens feature gives users a playful way to dress up their selfies with animated special effects. This feature now lets brands and businesses buy the sponsorship of Lenses and experiment with the ephemeral advertising on Snapchat. 31Source: http://marketingland.com/snapchats-first-sponsored-lens-features-peanuts-a-candy- LHBS SNAPSHOT SERIES // SNAPCHAT
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. “Vergaraland” Snapchat’s Fusion channel launched a reality show starring Modern Family actress Sofia Vergara. The show has been written, developed and directed by Sofia's son, Manolo Gonzéalez Vergara and was available exclusively on the app for a six-episode run. Shot in Snapchat's vertical video format and released via Snapchat's Discover tab, the show has been a tongue-in-cheek portrait of the Hollywood life of Vergara, who was recently revealed to be the highest paid actress on television. 32Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LACMA Museum on Snapchat Los Angeles County Museum of Art (LACMA) became the first museum to join Snapchat and it makes very clever use of it. “LACMA’s interest in Snapchat stems from our enthusiasm for experiential approaches to social media. Not only is Snapchat a great way to reach a younger audience, but it also provides us with a platform for play — a place where we can create stories and experiences around the museum, our collection, and our staff. Our audience wants to be a part of something. They want to connect to us and to each other, and Snapchat provides us with a direct link to an incredibly interested and excited audience” - says LACMA. 33Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Vanity Fair on Snapchat Vanity Fair published its special issue on Snapchat that has been be available only for certain amount of hours. The tri-fold cover will be available on a special channel on Snapchat Discover. For the first hour that the channel is live, the cover will only be viewable on Snapchat. The channel will be live for 36 hours. The channel will feature a few Snapchat-exclusive content including making-of-the-cover video, a photo & text story on how to dress for the Oscars and a shareable feature on whom Leonardo DiCaprio should take to the Oscars. 34 LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  35. 35. RAPID UPDATES
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Snapchat at the Oscars Snapchat used the Oscars to launch their new Live Stories web player to appeal to out-of-app viewers for the first time. “The company enlisted a series of roving reporters to cover the event from the red carpet to the after party. The Story, which can still be viewed online, featured some of the biggest moments from the night including Leonardo DiCaprio accepting his first Oscar. Behind the scenes footage featuring Lady Gaga and Star Wars' R2D2 was also released. Each short film featured an Oscars overlay Filter with this year's official logo as well as comments from the reporters.” 36Source: http://www.thedrum.com/news/2016/02/29/snapchat-uses-oscars-roll-out-live-story- LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW. MTV & Snapchat MTV chose to go a different route to announce the nominees for the 2014 Video Music Awards and did it all through Snapchat. The network shared eight clips, each only ten seconds long, that featured celebrities like Becky G, Fifth Harmony and several stars from their own programming spilling the beans. The network was looking for a way to increase their Snapchat following and by unveiling the award contenders via this social platform, before announcing it anywhere else, they went from 150,000 followers to over 200,000. 37Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  38. 38. CO-CREATION WITH USERS
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW.Source: NFL & Snapchat Stories Explorer As the first sports partner, NFL has signed up for the Story Explorer feature on Snapchat. Apart from promoting user's stories on Snapchat, the sports brand will be able to share a unique perspective on their events. The content available through the feature will be a mix of fan-shot footage and official NLF footage, "inside access content"– both curated through tools provided by Snapchat. "Here's how it will work: Snapchat users can turn on location services on their smartphones, so when they're at certain NFL games and events they'll be able to contribute to that particular NFL Live Story.” 39Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Get More Friends via Sprite Can Sprite Brazil has invited Snapchat users to share their scannable Snapcodes that will be later on placed on cans. The codes are designed to help people make new friendships. In their new effort called RFRSH Na Lata (Fresh On The Can), Sprite encourages consumers to submit Snapcodes via a dedicated microsite. Featured Snapcodes will later on be shared on the can. To kick-start the campaign, Sprite featured Snapcodes of 15 Snapchat users with quite some followings. On average, the number of followers for each one tripled. 40Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW. Marriott’s Snapchat Campaign Marriott is targeting the next-generation traveler by partnering with influencers to share their travel stories over Snapchat. For the three month Snapchat campaign, which is a first in the hospitality sector, Marriott partnered with four influencers, Shaun McBride, Brittany Furlan, Casey Neistat and Louis Cole. By partnering with these storytellers, Marriot is co-creating content while simultaneously catering to the brand's community. To maximize the campaign's reach and utility, Marriott is also partnering with Naritiv to capture the Snapchat content before it disappears so it can be shared on other platforms and used as a resource for travel planning and inspiration. 41Source: https://lhbs.inspiration-hub.com/en/v/ LHBS SNAPSHOT SERIES // SNAPCHAT THE BEST OF SNAPCHAT
  42. 42. APPENDIX Where Snapchat makes money (source: Bloomberg Business) UNDERSTAND TODAY. SHAPE TOMORROW. 42 LHBS SNAPSHOT SERIES // SNAPCHAT
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW. 43Source: http://www.bloomberg.com/features/2016-how-snapchat-built-a-business/ LHBS SNAPSHOT SERIES // SNAPCHAT APPENDIX
  44. 44. Need more cases? UNDERSTAND TODAY. SHAPE TOMORROW. 44 Get in touch with us This presentation has been created with help of the LHBS Inspiration-Hub. LHBS SNAPSHOT SERIES // SNAPCHAT
  45. 45. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION-HUB The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 45 REQUEST A DEMO LHBS SNAPSHOT SERIES // SNAPCHAT
  46. 46. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 46 LHBS SNAPSHOT SERIES // SNAPCHAT
  47. 47. IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   www.lhbs.com THANK YOU 47 LHBS SNAPSHOT SERIES // SNAPCHAT

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