Connect with execs from Axios, The New York Times, Paramount and more.
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
To manage 300,000 creators, Unilever automates everything but the relationship
Unilever is using AI to vet creators and automate workflows as it scales a 300,000-creator network without handing over creative decisions.
Nike versus Adidas: Who’s spending more in race to claim the World Cup crown?
With the World Cup at the midway point, ad spend estimates show the apparel rivals taking opposite tacks in their media approaches.
Platforms’ AI dilemma: scale without sameness
Using AI to create content risks a lot of it looking the same. But the platforms agree creativity will always come from humans.