An introduction to Snapchat for brands covering: - Setting the scene - Platform overview - How does it work? - Messaging tools - Why is Snapchat’s toolbox interesting for brands? - Building a following - Content publishing - 10 creative suggestions - Test and learn - Ads - Focus on Snap Ads - Ad Targeting - Impact and Measurement - Case studies

1. GUIDE TO SNAPCHAT

2. GUIDE TO SNAPCHAT
CONTENTS
1. Setting the scene
2. Platform overview
3. How does it work?
4. Messaging tools
5. Why is Snapchat’s toolbox interesting for brands?
6. Building a following
7. Content publishing
8. 10 creative suggestions
9. Test and learn
10. Ads
11. Focus on Snap Ads
12. Ad Targeting
13. Impact and Measurement
14. Case studies

3. GUIDE TO SNAPCHAT
SETTING THE SCENE
100M+
The number of
daily active users
in 2016
10bn
The number of
daily video views
25-30mins
How long the
average daily
user spends on
the app
60%
Share of daily
active users
creating content
at least once
every 24hrs

4. GUIDE TO SNAPCHAT
SHOULD BRANDS USE IT?
Question: Snapchat is ephemeral, messages typically disappear just
seconds after being opened. So, why is this attractive to marketers,
who have traditionally insisted building a brand takes time?
Answer: Explosive growth in its audience and engagement levels –
coupled with the increasing number of features provided for
consumers and brands – make a strong case for Snapchat to
become part of the marketing toolkit ... Especially when brands need
to engage young audiences and move them to participate with
branded content.
Their new ad products and targeting options coupled with a
robust measurement framework, for assessing brand and business
impact, mean that Snapchat is no longer a channel to be overlooked
in the social media marketing mix.

5. GUIDE TO SNAPCHAT
HOW DOES IT WORK?
1. Download and sign up
The app is available on
iOS and Android – there is
no desktop version as this
is a smartphone camera
app
2. Add your phone contacts
This is optional but can help
you quickly build you friend
base. To add friends, tap the
plus sign.
3. Add more Snapchatters
You can add other
people/brands by username,
Snapcode (similar to a QR
code and unique for each
user) or nearby users.
4. Create and share Snaps
Capture a photo or video, add
filters/captions/icons, set a
time limit (1-10 sec), save (if
you wish), and share with one
or many in your friend list.
5. View received Snaps
Friends can send you
messages. The timer in the
top-right corner shows how
long you can view the snap.
When the timer ends, the
snap is gone permanently
6. Create and send Stories
Snaps can be joined together
to make a Story, which last
for 24 hours and can be
viewed by friends on their
Stories feed.
7. Live Chat
You can also have real-time
conversations which will clear
once you leave the screen.
You can tap the conversation
to save it.
8. Discover
Press the 3 circle icon (bottom
right) to discover news from
publishers, live stories (curated
by Snapchat) and stories from
the people you follow.

6. GUIDE TO SNAPCHAT
MESSAGING TOOLS
• SNAPS: images and videos which can be sent to a friend (or multiple
friends).
• STORIES: a string of snaps that are joined together and can be
viewed for 24 hours. As with snaps, stories can be accessed by
everybody if privacy settings allow but as recipients are often
handpicked, Snapchat has been described as a more personal
communications platform than Facebook or Twitter.
• LIVE STORIES: a compilation of snaps from certain locations and
events, curated by Snapchat.
• DISCOVER: these news channels are run by publishers like CNN,
BuzzFeed and Vice. Brands can also create "sponsored" channels for
24 hours.
• FILTERS: images or animations can be overlaid on snaps and videos
by consumers. Brands are able to create "sponsored" variants, too.

7. GUIDE TO SNAPCHAT
MESSAGING TOOLS
As part of an update unveiled in early 2016, Snapchat launched or augmented several other
features:
Stickers
Over 200 emojilike icons,
which can be added to
messages and videos, were
introduced.
Video Notes
Users can send or reply
to messages with video
clips that play in a loop.
Video/Audio Calls
Users can call one another
even if they are not chatting
on the app.
Bitmoji
Create personalised cartoon
versions of yourself, send
them in messages or place
them on snaps.

8. GUIDE TO SNAPCHAT
WHY IS SNAPCHAT’S TOOLBOX INTERESTING FOR BRANDS?
Snapchat has figured out how to pull every way humans
communicate into a single interface — video, audio, text,
symbols and, drawing. On Snapchat conversations can
evolve on the fly, whereas on other chat apps
communications often feel confined into siloed buckets.
In the most successful branded filter campaigns we see
Snapchat users interacting, playing and sharing brands
with their friends at a time when social sharing and active
engagement are dropping on many other channels.
It does everything full-screen, mobile, and vertical.
Whereas Facebook and Twitter feeds are filled with white-
space and text and Instagrams are only around half the
height of your phone.

9. GUIDE TO SNAPCHAT
BUILDING A FOLLOWING
In order to make an impact on Snapchat brands will need to consider
how they will build an audience of Snapchatters. In order to build a fan
base brands can try the following:
• Promote the Snapchat account on their website
• Promote the Snapchat account on other social channels
• Promote Snapchat content on other social/digital channels
• Notify contact within their CRM database
• Leverage social influencers/talent to promote the Snapchat account
• Run an ad campaign
*Source: Auto Brands Lag Behind on Snapchat, L2

10. GUIDE TO SNAPCHAT
CONTENT PUBLISHING
The types of content which the channel naturally lends
itself to include, but are not limited to:
• Live event
• Product reveal
• Competition
• Behind the scenes
• Targeted video ads
The frequency of content publishing does not need to
be as high as on other social channels as Snapchat
advise a lower cadence, at least to begin with. Brands
should plan Snapchat events/moments on their content
calendar and pinpoint any significant time gaps (>6
weeks).

11. GUIDE TO SNAPCHAT
10 CREATIVE SUGGESTIONS
1. Strategic approach: As with any social campaign we
must consider our campaign objective, who our content is
reaching, and where it is running to inform production style,
key messaging, and length.
2. Design for Snapchat: Bespoke content designed
specifically for the platform is recommended. Rather than
adapting TV ads or digital video, offering exclusive content
can make a major impression with "super fans".
3. Native content: Keep creative simple and concise. It may
be a creative challenge for a brand that is known for big
budget, high quality ads to pivot to raw, unpolished content.

12. 4. Snapchat’s 3Vs model: All Video creative is Viewed full-
screen, Vertically, and with sound on (silent videos are not
accepted).
5. Branding: Avoid opening an ad with the brand/logo on
an intro slate, as it appears jarring for viewer. However, logo
should be introduced within the first :02 of an ad.
6. Audience behaviour: The Snapchat experience is
largely based on being fun and frivolous, brands must
consider this when creating content and campaigns.
7. Working with influencers: Partnering with influencers
who have proved their popularity and content creation
expertise represents a potential short cut to achieving scale.
GUIDE TO SNAPCHAT
10 CREATIVE SUGGESTIONS

13. 8. Grab attention early: Snapchat is dedicated to short-
form communications so it is imperative our content has an
instant hook. Content must capture attention in the first 2-3
seconds.
9. Engage in two-way conversation: Snapchat's primary
purpose is messaging. Holding competitions where users
send in snaps to win prizes, as an example, can encourage
such a two way process.
10. Test and learn: The younger audience base should not
put us off testing Snapchat. We should leverage Snapchat
as an opportunity to interact with the newest generation of
car buyers and, by including it in our social mix, we can
gain an understanding of the channel which will help us get
ahead of the curve and assess how social might evolve.
GUIDE TO SNAPCHAT
10 CREATIVE SUGGESTIONS

14. GUIDE TO SNAPCHAT
ADS
To achieve scale beyond your Snapchat followers brands can either
partner with talent/influencers or trail the following ad options:
1. Snap Ads – Campaigns can be seeded across Live Stories,
Discover channels or between User Stories. Video can be up to 10
seconds long and users can swipe up to read/watch more – see
overleaf.
2. Live Story Takeover - A Snap Ads Live Story Takeover consists of
buying 100% share of voice of advertising within a single Snap Ads
Live Story.
3. Sponsored GeoFilters - Allow brands to take part in one-to-one
communications within a chosen geographical area(s).
4. Sponsored Lenses - Sponsored Lenses allow brands to take part
in in one-to-one communications, delivering engagement through
immersive brand experiences.

15. GUIDE TO SNAPCHAT
FOCUS ON SNAP ADS
Whilst Live Story, Geofilter, and Lens ads allow brands to make use of existing channel tools but with
increased scale and targeting, Snap (video) ads offer four ways to engage users for longer by swiping up to
read/watch more content.
Long Form Video Web View Article App Install

16. GUIDE TO SNAPCHAT
AD TARGETING
Snapchat now allow brands to target ads by:
• OS and device
• Gender and age
• Lookalikes
• Context
• Carrier
• First party audiences (Q3 2016)
• Interests (Q3 2016)
• Location (Q3 2016)

17. GUIDE TO SNAPCHAT
IMPACT AND MEASUREMENT
In response to the demands of brands and to ensure competitiveness Snapchat have
introduced a suite of measurement tools, partnering with data and research companies to
prove impact.

18. Burberry
GUIDE TO SNAPCHAT
CASE STUDIES
At the end of 2015, in a fashion first, Burberry live streamed
their Spring campaign shoot. It was shot by Mario Testino
and available exclusively on Snapchat for 24 hours only. At
a time where content overload has made it tough for brands
to achieve cut-through this beautifully shot campaign
capitalised on the ‘urgency’ which is ingrained into Snapchat
campaigns.
“We wanted to play with the traditional format of an advertising
campaign to make it much more immediate and accessible, just as
we did with our runway show last month. Creatively this is incredibly
exciting as we are totally focused on capturing the energy and the
rawness of the shoot and sharing it the moment it happens." ~
Christopher Bailey, Burberry's Chief Creative & Chief Executive
Officer

19. Gatorade
GUIDE TO SNAPCHAT
CASE STUDIES
Gatorade showed how a Snapchat activation can help
brands tap into major events by using an "animated filter"
where users "dunked" a virtual cooler of the sports drink
over video selfies. The 165M impressions yielded by this
campaign could be compared with the 115M people that
tuned in and watched the big game.

20. Call of Duty
GUIDE TO SNAPCHAT
CASE STUDIES
A Snapchat Easter Egg was hiding in the
game in the form of a “hack”. It meant
that players on the Xbox and PlayStation
suddenly found Snapcodes were hidden
inside the game, giving them the chance
to view hints about Black Ops 3. The
campaign delivered:
• 6M engagements with the "tease"
content
• 50M views on YouTube as fans spread
and discussed the content
• 1.3B earned impressions in 5 days

21. Audi (US)
GUIDE TO SNAPCHAT
CASE STUDIES
Audi of America wanted to champion its A3 vehicle
among young, female buyers through a partnership with
"Pretty Little Liars", a series on ABC Family that was
named as the No.1 show for 18–34year old women, and
which generates huge volumes of social traffic.
Working with the show's producers, Audi provided a mix
of "exclusive clues, commentary, puzzles and star
access" on Snapchat each week. The campaign mixed
paid, owned and earned media, used targeted promoted
tweets aimed at fans of "Pretty Little Liars" on Twitter, and
tapped influencers to spread the word. The headline
results included 9.8Mviews of its snaps and 487M Twitter
impressions.

22. Netflix House of Cards Faceswap
GUIDE TO SNAPCHAT
CASE STUDIES
Netflix, the video-streaming platform, has
shown that Snapchat can enhance
traditional advertising formats. Using the
messaging app's "face swap" tool – where
users can place their face on someone
else's body – the brand let French
consumers stand in front of Out Of Home
ads and use the app to superimpose their
head on the shoulders of stars in shows
like "House of Cards".