"Snapchat is marching on with its hunt for new users, investing in its first global ad campaign that positions it as an app where 'Real Friends' can connect. The push, launched on International Friendship Day, follows on from a bumper second quarter for Snap in which it attracted 13 million users, well above the 2 million forecast by analysts and a figure that eased investor and advertiser jitters significantly following years of sluggish growth."
"Developed by Snap's in-house creative team with help from SpecialGuest, 'Real Friends' shines a spotlight on how the app cultivates authentic and lasting friendships. A series of short videos feature real messages shared between different sets of people from across the world. The work is the first unveiled under Snap's first chief marketing officer Kenny Mitchell, who joined from McDonald's in April."
Snapchat launched its first global advertising campaign, 'Real Friends', on International Friendship Day to position the app as a place for authentic, lasting friendships. The campaign was developed by Snap's in-house creative team with help from SpecialGuest and features short videos of real messages exchanged between diverse people worldwide. Paid media will run across cinema, broadcast, print and digital channels in markets including the US, India, Australia and European countries through the autumn. A teaser and hashtag influencer activity used OOH, print, Spotify and Instagram with #RealFriends and #FriendshipQuotes. Snapchat reported strong user growth and rising revenue per user in major regions.
Read at The Drum
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