Top 4 Snapchat Influencer Marketing Case Studies And Key Insights

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Snapchat Influencer Marketing: Why Snap Works

Snapchat’s famous for coming up with the concept of ‘Stories’: 15-second video or image clips that disappear within 24 hours of posting. While Stories are an awesome invention that now exist across every social network, that’s not all Snap is good for! Snapchat is also a powerful marketing tool thanks to it’s unique and highly engaged user base. 

An average of 210 million people use Snap everyday, spending an average of half an hour in-app daily. Users launching the app up to 30 times a day, and the network currently boasts 46 million monthly active users. This points to a highly active audience.

However, what makes Snapchat so unique is it’s younger demographic. Reaching over 90% of 13-24 year olds and 75% of 13-34 year olds in the US, Snap’s audience is skewed towards Gen Z users. Snap is also popular with celebrities like DJ Khaled and Will Smith, and influencers like Logan Paul and Brittany Furlan – making Snapchat influencer marketing an excellent decision for any business trying to reach Gen Z.

In this article, we’ll go through 5 successful Snapchat influencer marketing examples, and draw out key insights you can use for your business.

Case Study 1: Debut – Graduate Recruitment App

Our client Debut, a student-focused recruitment app, were aiming to become the go-to for graduate jobs in the UK. As part of this, they were successful on Facebook and Instagram, but not so much on Snapchat. 

Marketing educational apps on social media can be challenging, especially since we were aiming to increase brand awareness amongst students alongside encouraging low-cost installs. That’s where we come in. Our strategy with Debut was to leverage Snapchat influencer marketing. We partnered with influencers on Snapchat, specifically those who were about to graduate. In some cases, we had influencers promoting Debut on their actual graduation day. This added layers context and authenticity to the campaign.

Our client Debut, a student-focused recruitment app, were aiming to become the go-to for graduate jobs in the UK. As part of this, they were successful on Facebook and Instagram, but not so much on Snapchat. 

Marketing educational apps on social media can be challenging, especially since we were aiming to increase brand awareness amongst students alongside encouraging low-cost installs. That’s where we come in. Our strategy with Debut was to leverage Snapchat influencer marketing. We partnered with influencers on Snapchat, specifically those who were about to graduate. In some cases, we had influencers promoting Debut on their actual graduation day. This added layers context and authenticity to the campaign.

Case Study 2: Drake and Swae Lee

Drake and Swae Lee are super popular in their native North America. They wanted to reach an 18-25 year old British audience with their new single “Won’t be Late”. While a generic ad campaign might have generated mild interest, we wanted people to love the song as though it had been introduced to them organically, by a friend. 

Our core idea here was to feature the song in content that blended in to the rest of the Snapchat network. We kept our influencer brief as broad as possible, asking them for their own spin on integrating the song into a video where they ‘vibe’ or dance to it. This made the ad look incredibly natural in user’s feeds, and made it feel like a song recommendation from a friend. We included a swipe up link so users could easily stream the song after watching the influencer’s video. This ad link actually added to user experience, since users heard a catchy song and were able to save it to stream later easily enough (there’s nothing worse than liking a song, forgetting the lyrics and trying to find it later…!).

This campaign worked well, with CTR well above benchmarks, and a quarter of a million UK users reached. 

Case Study 3: PixPax – Kodak’s photo-printing app

Pixpax is an app enabling you to order prints of your favorite photos. Our client PixPax had used Facebook and Instagram to drive installs, but weren’t happy with the volume and quality of users acquired. 

Little known fact: Instagram isn’t the only network with lifestyle influencers who have massive followings. We partnered with Snapchat lifestyle influencers to create a lovely campaign where they ordered prints of their favorite photos, sharing awesome memories with their followings. This content format was key, since it showcases the real emotional value of PixPax, as well as pointing out how easy it is to use.

The social proof of influencers actually having used PixPax allowed us to achieve a CPA reduction of over 50%, and CPI by a third. Users who came through our campaign also had a 15% increase in average order value – proving that our “Show, not sell” strategy really paid off. 

Case Study 4: Plato – Gaming app

Mobile gaming client Plato drove their DAUs from 20,000 to 250,000 in just 6 months. Their next challenge? Create hype and engagement around their upcoming game: Werewolf. 

This is where we capitalised on our deep knowledge of the Gen Z market and Snapchat. Gen Z have a strong liking for interactive, immersive experiences. Snapchat’s also one of the earliest networks to bring out AR lenses and filters, and over 70% of the audience will use a filter every day. 

Our strategy here was to create a custom Snapchat lens, where a lifelike 3D werewolf attached you as you got closer to a creaky, haunted cabin. To build hype and anticipation, we created a series of countdown Snapchats with the mysterious wolf growling, then distributed this through our community channels. 7 days before the lenses went live, we released a short video that helped propel mystery and inntrigue. On the game’s launch day, we also launched our lenses and distributed them to sections of the audience, encouraging people to create their own Stories and send them to us. 

The results? Impressive. We had 3.2M views on our werewolf lens, and 2.5M on our haunted cabin lens. We also generated nearly half a million shares – much deeper engagement than a simple like or view. This shows that our content resonated with audiences (even becoming the number one trending lens on Snap).

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