Banks are testing the waters on Snapchat to reach its young user base. This week, BNP Paribas, France’s largest bank and one of the world’s biggest, went full steam on Snapchat through a global partnership with the app’s parent Snap Inc., the first such arrangement for a European bank.
The challenge with Snapchat is to create content that holds users’ interest. BNP is featuring its employees in short videos that show potential recruits what it’s like to work at the bank and doing Snap ads to promote the bank’s products. It’s also using lenses and branded geofilters that highlight sponsored events such as the French Open tennis tournament. The campaign will run for a year, and the videos will be posted daily on BNP Paribas’ Snapchat channel.
Read the full story on tearsheet.co
More in Marketing
OpenAI moves to make ChatGPT ads more measurable — and more visual
OpenAI is adding a new format, measurement tools and brand suitability testing as it looks to attract bigger budgets.
‘The future is going to be in real life”: IRL events are becoming the new proof point for creator marketing
Plenty of creators are making the same bet, and until recently most of them were the biggest names in the business.
‘We’re all going to live with uncertainty forever’: Advertising Week New York opens amid industry rebuild
Why this year’s Advertising Week New York feels different (yes, we know we say that every year).