Revolt Breakfast Club - Snapchat

TODAY
Introduction
Ryan Murphy - Vaynermedia
Rasmus Kolbe - @lakserytteren
Q&A
Next Month…

CORE AREAS
STRATEGY & INSIGHTS
CREATIVE & CONTENT
ACTIVATION & TECH

MARKETING
FOR
THE YEAR
WE
LIVE IN
(THAT MEANS SNAPCHAT IN 2016)

Ryan Murphy
@ryanlmurphy
(Oh and Creative Director VaynerMedia London)

confidential – for internal business use only
NEW YORK CITY LOS ANGELES CHATTANOOGA LONDON
700+ EMPLOYEES
IN 4 OFFICES
13

confidential – for internal business use only 15

CHANGING CONSUMER ATTENTION
17

IN 2016 THIS MEANS WE’RE A
SOCIAL-FIRST
DIGITAL AGENCY
18

OOH
FB
ETC.
TV
IG
19
THE CLASSIC APPROACH
TW
PAID
DIGITAL
.COM
RADIO
POS
PRINT
PR

BRAND NORTH STAR
The brand position, tagline.
PILLARS
The reasons to believe, product benefits, supporting topics.
SHOWS
Episodic ideas that speak to one or more of the pillars in
support of the North Star.
20confidential – for internal business use only

Pillar
NORTH STAR
FB
21
SHOW
Pillar Pillar Pillar Pillar
SHOW SHOW SHOW SHOW SHOW
FB
YT
FB
IG
SC IG
SC
FB
TW

TOP DOWN
BOTTOM UP
VS
A TOP DOWN APPROACH NO LONGER WORKS

Advertising works best when paid distribution
and creative work together.
CREATIVE
MEDIA
2323

29
+10 BILLION
VIDEO VIEWS
DAILY
60+ MILLION
VIEW
‘DISCOVER’
MONTHLY
AVERAGE USER
VIEWS 60 VIDEOS
PER DAY ON
SNAPCHAT
PEOPLE SPEND TIME ON SNAPCHAT
An average Snapchatter spends 25 - 30 minutes per day

ADDING FRIENDS / BOO-R CODE
ADDING FRIENDS // BOO-R CODE

HOW PEOPLE USE IT
STORIES LIVE
STORIES
GEOFILTERS DISCOVER LENSES CHAT 2.0PHOTO/VIDEO
As Snapchat continues to add new features and expand the functionality of
its product, the way users engage on the platform evolves.

AD UNITS
3434

Live Story
35
LIVE STORY SNAP AD
The Good
● Lots of eyeballs
● Potential for strong contextual
creative IF you make it custom for
that story
● Great for brands that own
moments on the calendar
The Bad
● Can be intrusive
● Can’t just dump a tvc and run

Live Story
36
DISCOVER SNAP AD
The Good
● Can be a lower cost way onto the
platform
● Potential for strong contextual
creative IF you make it custom for
that channel (or if your brand
belongs there already)
The Bad
● Can feel less special than big
units
● Being contextually relevant is key

Live Story
37
SNAP AD WITH ATTACHMENT
(Longform video, Article, App Install, Website)
The Good
● Go deep with more content
● Super engaging
● Provides utility ++++
The Bad
● More production to make such an
elaborate add

Live Story
38
FILTER
The Good
● On Demand filters are the
cheapest way onto Snapchat.
Could be just a €100
● Every one used gets seen by
each of that person’s followers
● Fast - submit it just 3 days before
live date for approval
The Bad
● Creative limits like 15% rule and
vector art requirement
● Subjective approval process

Live Story
39
LENS
The Good
● SUPER high engagement. Like
people just staring at your logo
● SUPER high price
The Bad
● 6-8 weeks development
● Snapchat does the creative
● Maybe selfies don’t make sense
for your brand?

Live Story
40
BUYING
Live Story Takeover
● 100%, 50%, or 25% SOV
● Supplement with Audience Buy
Ads in Between Stories
● Determine target (age, gender device,
location), if any
● Audience Buy
○ Determine target (age, gender
device, location), if any
○ Determine content bundle
(Discover channel, local city, local
campus), if any
● Discover Partner
● Frequency Cap: 4/week/user/advertiser

Live Story
41
CREATIVE GUIDELINES
Must not imitate organic Snapchat content
Sound is required but plan for sound-off
viewing
Must be vertical
Include branding in first 3 seconds
Keep text out of top and bottom ¼ to account
for various phone screen sizes
Forbidden: URLs, hashtags, or calls to action
Context context context

INSTAGRAM STORIES
4242

INSTAGRAM STORIES
44
On 8/2, Instagram launched Stories, a
Snapchat-like feature that lets users share
moments as they happen.
● Share multiple photos and videos +
text, drawings, and emojis to appear
in a slideshow that disappears after 24
hours
● Unlike regular Instagram posts, there
are no likes or comments
● Unlike Snapchat, uploaded content is
not differentiated from native content
(Snapchat adds white border to
uploaded content)
● Find Instagram Stories from accounts
you follow in a bar above the main
feed
● No ad product currently available

Unlike Snapchat, content
uploaded to Instagram Stories is
not differentiated from native
content (Snapchat adds a white
border with original posting date)

CASE STUDIES
4646

Confidential – For internal business use only.
47
CASE STUDY: SEASON PREMIERE OF KUWTK
Netflix conducted an offline social
experiment in May 2016 to
promote new seasons of it’s
original hit shows House of Cards,
Orange is the New Black, Narcos,
Daredevil and Unbreakable
Kimmy Schmidt.
Launched in France, Netflix was
able to leverage one of the newest
and innovative lens options
Snapchat has ever created to
expand the parameters of viewers’
second-screen experiences.
The OOH campaign was a social
success, simultaneously bringing
awareness to mass audiences,
while providing target
demographics with a special gift
only those in the know will
understand.

THANK YOU
4848

WHO THE FUCK IS LAKSERYTTEREN?

HOW DID I END UP DOING SNAPCHAT?

WHAT
DO YOU NEED
TO KNOW ABOUT
SNAPCHAT?

“SNAPCHAT IS THE
MOST SOCIAL MEDIA
WE HAVE”
WRITE THIS DOWN:

SNAPCHAT IS …
AUTHENTIC
TEMPORARY
PERSONAL

CASE: DRAWING COMPETITION // SMUKFEST

HOW TO BUILD A COMMUNITY?
GREAT
CONTENT

HOW TO BUILD A COMMUNITY?
BE
SOCIAL

“IT IS NOT CALLED
SNAP FRIENDS FOR
NOTHING”
WRITE THIS DOWN:

SNAPCHAT IS ... DIFFERENT
FULL
SCREEN!

SNAPCHAT IS ... POPULAR
FASTEST GROWING SOCIAL MEDIA
1.4 MILLION USERS IN DK
30 MIN EVERY DAY

1. PERSONAL ENGAGEMENT WITH USERS
ACTUAL VIEWS OF CONTENT
SHOW A NEW SIDE OF YOUR BRAND
SNAPCHAT FOR BRANDS!
2.
3.

ONE
MILLION
WAYS OF USING
SNAPCHAT

“LIMITATIONS
INSPIRE
CREATIVITY”
WRITE THIS DOWN:

… CREATED A MINIATURE TV-CHANNELBUZZFEED

… TELLS YOU HOW TO RUN A START UPMARK SUSTER

… TELLS YOU TODAYS LINE UPTHE TONIGHT SHOW

… GIVES YOU A DRAWING A DAYGEEOHSNAP

… ARE REINVENTING THEIR AUDIENCELACMA

… TAKES YOU AROUND THE WORLDWOWAIR

… SHOWS EMPLOYES AROUND THE ORGANIZATIONDR INDE

… TAKES YOU BEHIND THE SCENESTHE WHITE HOUSE

… RECRUITS NEW TRAINEESMAERSK

… GETS YOU READY FOR THE WEEKENDCARLSBERG

… UPDATES YOU ON THE LATEST NEWS IN TECHTELIA

… TAKES PASSENGERS ON A SPECIAL RIDEUBER

WHO IS AWESOME ON SNAPCHAT?
ME

IS DENMARK READY FOR SNAPCHAT MARKETING?

THERE’S PLENTY OF SPACE!!!
THIS COULD BE YOU!

HOW TO BE AWESOME ON SNAPCHAT?

ON MY WAY TO STEAL YOUR AUDIENCE LIKE

“I’M A VERY
SUBJECTIVE
PUBLIC MEDIA”
WRITE THIS DOWN:

WHAT DO YOU GET?
COSTUMIZED ADVERTS
CREATED FOR A SPECIFIC
AUDIENCE AND PLATFORM

YOU DON’T OWN ME!
CO-CRATION
OF CONTENT

CHOOSING AN INFLUENCER
FIND THE RIGHT
INFLUENCER
FOR YOUR BRAND

CHOSING AN INFLUENCER
SHARE
THE SAME
VALUES

CHOOSING AN INFLUENCER
CREATE
RELATIONS
OVER TIME

WHAT DID THE
GUY IN THE FUNKY
OUTFIT ACTUALLY
SAY?

1. SNAPCHAT IS THE MOST SOCIAL MEDIA WE HAVE! YOU GOTTA
BE SOCIAL ON SNAPCHAT!
THERE IS DEFINITELY A PLACE FOR YOUR BRAND ON SNAPCHAT.
YOU JUST HAVE TO FIGURE OUT WHERE!
DENMARK IS MORE THAN READY FOR INFLUENCER MARKETING
ALSO ON SNAPCHAT. MAKE SURE YOU GET A HEAD START.
FIND THE RIGHT INFLUENCER FOR YOUR BRAND. IT IS HIGHLY
BENEFICIAL IF YOU DO AND HIGHLY DESTRUCTIVE IF YOU DON’T.
WRAP UP!
2.
3.
4.

Creative & Data-driven
use of Mobile.

Revolt Breakfast Club - Snapchat

Revolt Breakfast Club - Snapchat

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