Omar Oakes
Jul 31, 2019

Snapchat features 'real friends' in debut global ad campaign

Focus on user authenticity will be seen as challenge to rivals.

Snapchat: campaign created in-house
Snapchat: campaign created in-house

Snapchat has launched its first global integrated marketing campaign with a message of "real" friendship.

The campaign, developed by the social media platform’s internal creative team, aims to showcase the value and importance of people who "love you exactly the way you are".

Thirty-seven real-life Snapchatters are featured in the campaign, in which a hero ad features snippets of interviews about how they met and what makes their friendships unique.

It is the first time Snapchat owner Snap has created a global marketing campaign following the appointment of its first chief marketing officer, Kenny Mitchell, in April. It coincides with the United Nations’ International Day of Friendship on 30 July and features the voices and real Snaps of users.

To create the work, Snap and production company SpecialGuest interviewed 313 friend pairings who were selected from more than 5,000 Snapchatters across 12 countries, with 37 pairs chosen to feature in the final film.

In the run-up to today's launch, Snapchat ran a two-week teaser campaign on out-of-home, print and streaming services that highlighted quotes on "real" friendship from famous figures.

The messaging will be seen as a subtle swipe at Facebook and Twitter, which have been plagued by the spread of bots and fake users. Earlier this year, Facebook reported that it had removed 3.3 billion fake users within six months, while last year Twitter said it had shut down 70 million fake accounts

Teaser ad in Bryant Park, New York City

The work was written by Gregg Kaysen and art directed by Jo Gennett, Lu Liu, Lake Buckley and Geoff Lecy (all from SpecialGuest). Snap's Antoine Choussat is creative director, supported by senior creative lead Jordan Stone. 

It includes cinema, broadcast, print and digital activity in the US, India and Australia so far. The campaign will continue through the autumn in European markets, including in the UK, France, Germany and Spain.

OMD handles Snapchat’s media buying.

Mitchell said: "Snapchat is for real friends, so today we’re launching a celebration of the friends who share, laugh, love and connect with each other using our platform."

Teaser ad in Los Angeles

 

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Indonesia bans iPhone 16 sales over lack of local ...

Marketing and sale of Apple's latest phones have been blocked in Indonesia after the tech giant failed to comply with regulations requiring 40% of smartphones to be made from local parts.

1 day ago

Is Publicis’ dismissal of staff for return-to-office...

Adland weighs in on where the flexible working debate is heading.

1 day ago

40 Under 40 2024: Crystalbelle Lau Lay Yee, VoxEureka

Lau’s business acumen and hands-on support for her team have led to her being affectionately labelled as VoxMama within the communications agency she co-founded.

1 day ago

What will it really take for adland to divest from ...

Financial profit is often attributed as the main reason agencies continue to work with fossil-fuel clients. Experts in the industry argue that stricter regulation and forward-thinking measures are needed to move away from agencies’ over-reliance on fossil fuels.