Snapchat vs InstagramResearch &

Strategy

Snapchat vs InstagramResearch &

Strategy

Advertising Objectives

Develop a voice and personality consistent with the Snapchat

brand that will establish a strong, consistent brand message,

increasing awareness and the total number of monthly active users.

Research & Strategy

Conducted ResearchResearch &

Strategy

Secondary Research10 personal interviews

2 focus groups1 survey (140 respondents)

Target MarketResearch &

Strategy

–13-24 yr olds–Don’t know what life would be like without the internet–Admire creativity and freedom of expression–Live in a constant state of FOMO–Social Media plays a pivotal role in keeping them connected with friends

Group Insights

–13-24 yr olds–Don’t know what life would be like without the internet–Admire creativity and freedom of expression–Live in a constant state of FOMO–Social Media plays a pivotal role in keeping them connected with friends

1. Snapchat is casual & in the momentG

roup Insights

Support:Unlike Facebook and Instagram, Snapchat has a raw, unedited feel to it“I snap whatever I'm doing with my life. I don't go out of my way to take THE picture” - Survey Response

Info From Qualtrics Survey

2. Communication for entertainment, not necessityG

roup Insights

Snapchat is used more leisurely than a normal messaging app.

2. Communication for entertainment, not necessityG

roup Insights

When do you Snap?

“Texting is for when I have a specific question, or if something needs to get done.

Snapchat is communication for fun or entertainment, not necessity.”

“When it’s something too stupid or dumb for a text message.”

“If you went on a date with Snapchat, what would it be like?”

Our friendship group told us it would be:Silly, but with fun banter

Conversational, but lacking depth

2. Communication for entertainment, not necessityG

roup Insights

3. Snapchat Eliminates FOMO

Snapchat eliminates FOMO by allowing users to share their lives

with personal, one-on-one connections.

Group Insights

3. Snapchat Eliminates FOMOG

roup Insights

Why Snapchat over text messaging?“I Snap when I don’t just want to communicate,

but share an experience.”

“Guilt free stalking.”

3. Snapchat Eliminates FOMOG

roup Insights

Position Statements:The real life, “Check out what I just saw”

inclusion that leaves you laughing.

"You want to be a connected, active member in your social circle no matter where you are."

"Snapchat's picture messaging and social stories easily allow those close to you to stay close to you always."

Not All Moments Last Forever

ManifestoC

reative Executions

Life is made up of little moments. Some will be remembered, some won’t. Often the parts remembered

are the ones not captured forever. The hug before a photo. The laugh before a video. The fall before first

steps. No matter how big or how small, these moments are best shared with the people important to us. It doesn’t matter that not all moments last forever,

experiences shared are memories made.

Creative Executions

PrintC

reative Executions

PrintC

reative Executions

PrintC

reative Executions

OutdoorC

reative Executions

OutdoorC

reative Executions

OutdoorC

reative Executions

OutdoorC

reative Executions

Scan StationC

reative Executions

Located outside major events like concerts or sports games, these stations will have QR Snaptags. If they scan using their QR

Snaptag, the user will have access to exclusive content for their Snapchat “My

Story” to send to their friends.

Scan StationC

reative Executions

Scan StationC

reative Executions

For example, at a Kanye West concert, those who scan the ScanStation would gain access to a piece of an unreleased song or music video that they could send to their friends or add to their

“My Story.” This content would be exclusive to the scan station.

Scan StationC

reative Executions

Outside a roller coaster at Six Flags, people exiting the ride will have the chance to send their friends a pre-recorded video of the Roller Coaster ride from start to finish, giving them the

chance to ride it again through snapchat and/or share the roller coaster ride with their friends who couldn't be there with them.

10 Second ConcertC

reative Executions

To show that not all moments last forever, Snapchat will set up a stage in the middle of a

heavily populated area like Times Square. After promotion including geotargeting

snapchat users in the area and other promotional mediums, they will stage a

concert with a pop star like (Britney Spears) that only lasts ten seconds.

Not All Moments Last Forever

Thank You