Snapchat has come a long way from its somewhat seedy beginnings. With over 100 million daily users — including 77% of all college students — it’s a platform you shouldn’t ignore. These brands certainly haven’t.
If Taco Bell wasn’t Snapchat’s earliest brand adopter, it was one of the first. Flash forward three years and the platform delivers the highest engagement of any Taco Bell account — 90% of followers view everything they post. One of their biggest successes: Valentine’s Day e-cards that followers could screenshot, personalize and send. Thanks to fun phrases like “Nacho average Valentine,” the ready-made cards reportedly appeared in over 100,000 snaps.
Like Taco Bell, McDonald’s has been on Snapchat for a while now. In fact, they were the first brand to utilize Snapchat’s geofilters, digital “stickers” that can be added to snaps taken in a specific location. While the program results haven’t been shared, over 1 million geofilters have been used since they were introduced in 2014. Snapchat has subsequently sold filters to Target, Dunkin Donuts and Starbucks, so you can assume McDonald’s engagement levels made for a pretty compelling case study.
Sour Patch Kids
Building on its 2014 Snapchat success — where a single campaign featuring Vine star Logan Paul attracted over 120,000 followers — the candymaker doubled down on influencer marketing in 2015. In support of Sour Patch Kids’ sponsorship of the Teen Choice Awards, it tapped another web celebrity — Logan’s brother Jake Paul — to live stream from the red carpet.
The high-end fashion house has been making good use of Snapchat. A full day before its Spring/Summer collection hit the runway, Burberry premiered it via a series of snaps. Then, just a month later, behind-the-scenes images from a Mario Testino photo shoot were posted to give a sneak peek at the 2016 ad campaign. Exclusive (and ephemeral) teases such as these have created a tremendous amount of buzz. The first look at the 2016 collection generated over 100 million impressions!
Check back on Monday for our post on the best uses of Instagram in 2015.
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