Open Your Snapchat
Snapchat is a powerful camera, but most people don’t see it that way. So the internal team at Snap set out to re-engage lapsed users (and get the attention of new ones) with our biggest global brand campaign yet.
The message was simple: the Snapchat camera can unlock millions of mind-blowing, game-changing augmented reality experiences. All you have to do is open it.
Role: Project Manager
The challenge? Most of our target audience (marketers and C-suite individuals) don’t use Snapchat, so they don’t know the effect augmented reality on Snapchat has when it comes to advertising. We showed them by bringing what’s happening on platform, off platform and in front of their eyes. We partnered with a roster of globally recognized and locally known-and-loved brands — specifically those who’ve found success using AR on Snapchat — to tell a compelling story of how augmented reality has the power to drive results up and down the funnel.
Dinosaurs walking down Melrose, whales floating above commuters in Waterloo Station, and portals to the Moon greeting passengers at JFK were just a few of the hundreds of executions across four markets.
Open Your Snapchat’s B2B leg ran from fall 2021 through spring 2022 in the US, the UK, Canada, the UAE, KSA, France, Germany, Sweden, Norway, Australia, and the Netherlands, and featured partners like Verizon, Bumble, Pampers, adidas, Pringles, H&M Beauty, Oatly, Vans, Tommy Jeans, Samsung, Volkswagen, and many more.
The campaign showed up with over 3000+ assets on OOH billboards, bus shelters, subway stations, organically on social (LinkedIn and Twitter), in paid media (homepage takeovers, Youtube pre-roll animations, etc.), and in print, and was activated on the ground during Advertising Week New York in 2021.
