This is a concise, but complete, guide to the ins and out of Snap Ads. We are an OFFICIAL Snapchat Advertising Partner (verify here). We share minimum ad spend numbers, fees, targeting, formats, etc. If you have any questions, contact us today!
Minimum Ad Spend – $1,500/month (month to month contract) [Note: Options available for budgets under $1k – contact us to learn more]
Snap Ads Management Fee – 20% of total ad spend with $1,000/month minimum (lower if spend is $30k+)
Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, Turkey, Austria, Chile, Egypt, Hong Kong, India, Israel, Jordan, Kuwait, Lebanon, Luxembourg, Belgium, Peru, Poland, Portugal, Qatar, Singapore, and Switzerland and more being added every day.
Target by mobile OS (Android or iOS), cell service carrier, connection type (WiFi or mobile data), device make, etc.
Demographic Targeting Options – Location, Gender, Age, Household Income, Household Makeup (presence of children, etc.), Education Level, Life events, Occupation, Marital Status, Interests, and more. (See full list of current interest targeting options below)
Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%), average screen time, installs, internal app actions, conversions such as add to cart, add billing, info, searches, page views, checkout, etc., and ‘cost-per’ metrics associated with each of those categories.
Ad-Type Options – Awareness Growth, Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice – can be gamified, show content, collect information, etc.), App Engagement
Snapchat recently opened up programmatic advertising to fill space inside the content sections of the app (not available to the public yet)
Story Ads in the Discover section are now available
Lenses are also available for increased user engagement
Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!
Snapchat recently added a new reach/frequency targeting type akin to TV advertising. It’s in beta, but brands are loving it thus far. Read more about it here.
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
Snapchat recently introduced ‘Max Reach’ as a new ad unit within Snap Ads campaigns. Max Reach is a way to basically do a full ad takeover of an entire country, ensuring that anyone who logs in to Snapchat on a given day would see your ad. To learn more about Max Reach click here.
Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 22 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!
Taco Bell – Cinco de Mayo
Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:
The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.
X-Men: Apocalypse – Movie Promotion
X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!
Sphero from Star Wars – Toy Launch
Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:
Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.
Terminator: Genisys – Movie Promotion
To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.
The MTV VMAs – Behind the Scenes
During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.
6. Mondelez – A Candy Competition
Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).
GrubHub – Hiring
GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!
World Wildlife Fund – #LastSelfie
The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:
DJ Khaled – Snapchat All-Star
DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:
Burberry – Spring Sneak Peak
To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.
Major League Soccer – Player Takeovers
MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.
Target – Holiday Geofilters
Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.
13. Chubbies Shorts – Behind the Scenes
Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!
14. Rocky Horror Picture Show
Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…
15. Netflix and Gilmore Girls
Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.
16. Budweiser Super Bowl Ad
Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.
17. Lucky Charms
Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.
Walmart ran this campaign leading up to Easter to promote its festive treats. Take a look at the fun screenshots below!
19. Charlie and the Chocolate Factory Musical
This is an innovative new Snapchat marketing campaign we haven’t seen before. Below is a screenshot from the Facebook page of Charlie and the Chocolate Factory Musical. They have “hidden” Snapchat geofilters all over New York City. If you find them and send the account a snap, you can win free tickets, swag, and more. Fantastic idea!
Equinox is a high end gym with locations around the country. Below is a screenshot of a Snapchat geofilter that they are running at their competitors’ locations (this one is at a 24 Hour Fitness). Fantastic idea here. Hat tip to Ryan Hoover on Twitter for catching this one.
21. Gatorade’s #GatoradeDunk Lens
During Super Bowl 50, Gatorade created a customized sponsored Snapchat lens aimed at football fans. The “#GatoradeDunk” lens allowed users to simulate being “dunked” with their drink. Gatorade promoted the lens using an ad starring Serena Williams – one of the company’s sponsored athletes. The campaign performed very well, getting more than 100 million views over Super Bowl weekend, and 170 million total.
22. Stranger Things Season 2 by Netflix
Netflix went all out to promote Season 2 of Stranger Things on Snapchat. First of all, they had a world lens available, and it was epic (see below).
Here’s the kicker though – to unlock this unique lens, you had to either use a special Snapcode (see below) or Shazam in Snapchat whenever you hear the Stranger Things theme song (for instance, while watching the season 2 opening credits).
Stranger Things Snapchat code
Second of all, they had an “Eleven face” filter available to everyone. Check it out here:
Snapchat “Eleven Face” filter – Image via Netimperative
23. Air Jordan Ecommerce Campaign
The latest campaign on Snapchat focused on a life-size Michael Jordan augmented-reality lens promoting the new, unreleased Air Jordan III Tinker sneakers, which went on sale exclusively via a special QR code within the app. This occurred during the NBA All-Star Weekend. “What we launched with Snapchat and the Jordan Brand was a preview of what will become a paradigm,” said Lee Hnetinka, CEO of Darkstore. “Imagine an ad on a bus stop with a Snapcode or a Snapcode on an advertisement or next to a product in a store, and it is delivered within hours. That’s what Snapchat enables.”
When the user scanned the snapcode or used the filter, they were taken to the ecommerce experience below, within the Snapchat app. They were able to fully purchase the shoes and checkout inside of Snapchat. How did the campaign perform? The sneakers sold out in 23 minutes. The special world lens averaged more than 80 seconds of play time per user, compared with a national average play time of 15 to 20 seconds for sponsored lenses.