“Snapisodes” Is A New Snapchat Marketing Strategy That Works Very Well
Marriott International just launched what they call “Snapisodes”, and we are thoroughly impressed.
First reported by Kerry Flynn at Mashable, Marriott created this new campaign to target millennials on Snapchat with the goal to convince young travelers that the Marriott Rewards program is awesome.
This new “Snapisode” strategy is different from Snap Ads (Snap’s official ad product). Marriott’s Snapisodes are three minutes long and the content is created and posted by influencers. It’s a four-part series, each featuring a different social media influencer talking to the camera (or sometimes, through Snapchat Spectacles) and sharing stories about their travels.
From Snapchat’s perspective, this is a dream come true. Brands are already spending big money to run advertising on the platform, and now they are putting cash towards high quality organic content. From a brand perspective, this is a no-brainer. “The idea originally was to mimic television. We wanted to create a TV series and mimic it as such,” said Amanda Moore, senior director of social and digital marketing at Marriott International. “Snapchat provided us with a lot of best practices, speaking to camera. We knew we needed someone authentic, relatable.”
Creating effective Snapisode-type content can be more costly than other forms of organic Snapchat marketing (i.e. “Snaphacking“, local geofilters, or regular influencer campaigns), but the ROI is definitely there.
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