Do you know the significance of March 12th? No, St. Patrick’s day is on the 17th, and no, International Women’s Day was the 8th. So March 12th. Have you guessed yet? It was in fact, the day that Cadbury became the first UK based confectionary brand to use Snapchat’s ad platform! Now that might not have been what you were expecting, but the significance of this campaign, and of the importance of Snapchat, cannot be understated!
But why was Cadbury’s campaign so significant? Well, it was incredibly innovative, and used some of the latest updated features that Snapchat has to offer. In this case, it was sponsored lenses, that morph people’s faces’ and add animations to the picture. This translated to creating images showing Cadbury Creme Eggs spilling out from individuals’ mouths finishing with an explosion of the famous Cadbury Creme Egg Goo. Cadbury used Creme Eggs in this campaign for a number of reasons. The first is that Creme Eggs are well known, and have an air of exclusivity as they are only available once a year and are a perfect lead up to Easter. Furthermore, they tie into a larger Cadbury Creme Egg campaign set up in 2013, called ‘Have a Fling with a Creme Egg’, which increases brand awareness, and has been proven to be a successful campaign.
But Cadbury isn’t the first big brand to use Snapchat for marketing purposes. During the 2014 Superbowl, Audi teamed up with The Onion to produce a campaign that humorously focused on all the news that wasn’t American Football related. Since Superbowl Sunday is one of the biggest days a year for American advertisers, Snapchat was the perfect platform to stand out. This campaign proved highly effective, and netted Audi 5500 new followers on Snapchat, and 9000 new Facebook fans. Clothing retailers, such as Calvin Klein, H&M, and Burberry, have also utilised the app, with impressive results. In fact, Calvin Klein’s Self Exploration Lab campaign, whereby the brand teamed up with various celebrities to take selfies and videos from a room called ‘The Self Exploration Lab’, proved highly successful with a 15% increase in engagement on Snapchat, and creating 16.5 million impressions on Twitter.
Now not every Snapchat campaign will take off, and the fickle nature of both Snapchat and those that use it could prove a brand’s downfall. However, if used right, Snapchat could make sure your campaign stands tall above the rest!