Post on 21-Feb-2017
DIRECTV’s Snapchat Story !
• In 2013 I brought Snapchat to the attention of upper management at DIRECTV and was tasked with running strategy for this emerging platform.!
• Flash forward to 2016 & DIRECTV’s LIVE stories have been viewed by over 250k people and the first national Snapchat Ad I co-produced for .TV, our first OTT product in September 2015 drove over 10M impressions across paid, earned and owned channels. !
• My strategy has always been create content that speaks to the audience at hand. People say “why would DIRECTV be on Snapchat?” and I say because DIRECTV serves the entire household, not just the core customer we advertise to that’s male 35-54. Using Snapchat as intended by creating engaging, custom stories that not only entertain but drive OTT products, On Demand/Streaming entertainment properties and coverage of major media events.
SnapChat – DIRECTV First National Ad !
Goal: drive awareness of DIRECTV’s first OTT product, .TV to a millennial and Gen Z
audience !• Video was a custom produced ad that was geo-
targeted to students at 50+ colleges nationwide. !
• 500k campaign engagements among college-age students with a completion rate of 12%. !
• 33% increase in DIRECV’s Snapchat followers. !
• Ad ran from 8/26/2015-9/20/2015. !
• Ad was co-produced with Iced Media and the Sports Marketing team. !