The rise of Snapchat as a viable advertising platform means creative agencies are scrambling to figure it out.
Some agencies take the obvious route: rely on young employees who are avid Snapchat users to double as resident experts. But others, like Huge, BBDO and Havas, are treating Snapchat as just another creative channel to master. All have have held Snapchat challenges to get employees to embrace the platform in-house.
You only truly understand something once you use it. And that is why Brooklyn-based agency Huge set up a special Snapchat program for its employees, thinking that summer would be the “perfect fodder” for Snapchat. It decided to tie in its “Summer Fry Day” program with Snapchat, and encouraged employees to document their day off on the agency’s Snapchat account. Havas Worldwide did something similar, hosting a Snapchat treasure hunt recently, which contained clues about where its employees could find free tickets for a U.S. Open game.
“As marketers, we have to keep up with the latest products and technologies,” said Joe McCaffrey, Huge’s director of social. “We expect everyone on our social teams to be experts in every platform.”
BBDO New York came up with a unique game this summer to weave technology in its daily activities and to get everyone in the office acquainted with Snapchat. To test out different approaches to storytelling in Snapchat’s Stories feature, the agency encouraged its employees to craft their own responses tied to a unique daily theme. Over 100 employees participated, and the stories were compiled in the highlight reel called “BBDO Stories” below:
“It is important to be constantly playing with new tech and make it a part of your culture,” said David Rolfe, BBDO’s director of integrated production. “It is used by so many people on their own, but the idea was that if we’re going to be experts, we should institutionalize it and then take the learnings from there to our clients.”
Snapchat may not be the only driver, but executives agree that it is a big consideration for clients looking to develop integrated campaigns. DDB, for instance, has “extended” its creative team to spearhead “social content development” such as branded geofilters on such platforms. This also explains why agencies like Mekanism have gone one step ahead, acquiring social video startup Epic Signal to focus on growing brand communities.
“It is important that we acknowledge that Snapchat is a part of a broad media movement,” said Larry Lac, Havas’ director of social marketing. “Platforms are going to rise and fall, and when you go all in into a platform, it’s a little shortsighted.”
How the layoffs at 100 Thieves underscore esports’ creator-executive leadership problems
Esports organizations have long been notorious for elevating professional gamers to more business-focused senior executive roles — and for suffering scandals as a result.
Hyatt, Lacrosse United, Lulu’s tap college athletes’ authenticity to target Gen Z
Hyatt, Lacrosse Unlimited and Lulu's are among brands highlighting partnerships with college athletes in an effort to reach new consumers, particularly those in the Gen Z cohort.
Marketing Briefing: Twitter, TikTok vie for ad dollars, offer incentives as they seek to own second screen for Super Bowl
While Twitter has traditionally been the platform that marketers turn to for real-time marketing efforts during the Super Bowl, the shift in leadership and advertiser exodus over the last year has left its place in this year’s Big Game a question: Will its importance continue?
SponsoredHow Rumpl and Replacements got creative with CTV ad production and media buys
Sponsored by MNTN This year, marketers are balancing multiple priorities, including the convergence of two trends: the growth of CTV advertising and economic uncertainty impacting ad budgets. To keep costs low while generating ROI, savvy brands are embracing innovative approaches to production and media buys. These tactics allow advertisers to continue reaching audiences on CTV […]
Digiday+ Research: Agencies’ clients more likely to invest in CTV over traditional TV
More than two-thirds of agencies said clients spend at least a little on TV marketing, Digiday+ Research found. And they're more likely to spend on CTV than traditional TV.
WTF is the global privacy control?
Although Do Not Track failed as an effort to make it easier for people to opt out of being tracked and targeted online, its spirit lives on in the Global Privacy Control.