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A Comprehensive
Guide to Snapchat
From AR to Commerce
Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
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Log back anytime with same link
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WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
LAUREN WALDEN
Associate Director, Paid
Social
NADAV GEFT
Manager, Global Agency
Development
Agenda
● What you need to know about Snapchat
● How Snap Fits Into Social Strategy
● How to Activate
● Q&A
6
How is your brand currently utilizing
Snapchat?
● Regularly creating and sharing engaging content on our
snapchat profile
● Leveraging AR lenses to create interactive and fun
experiences for our audience
● Collaborating with influencers and creators to expand
brand outreach
● Not using it at all but want to
POLL
What You Need to Know
About Snapchat
8
Snapchat exists to enhance
relationships between friends,
family, and the world
“Real relationships,
real influence, real results”
This is achieved through our large and unique
audience, diverse ad formats, and proven
results.
C O N F I D E N T I A L
More than any other social
network.
Source: Neuro-Insight Study, Commissioned by Snap Inc, 2022, US
Which social platform do
you go to connect with
close friends?
10%
34%
61%
75%
Source: GWI Q3 & Q4 2022. Sample Size: 10,525 Snapchatters aged 18-64 who use
the platform daily. Market: USA.
Snapchat’s daily reach
is unduplicated.
Exclusive Daily Reach of Snapchatters (18+)
% of Snapchatters who do not use this platform daily
46% 50% 56%
68%
81% 83%
100 index
Platform Happiness
Making Snapchat the happiest platform!
Source: Goodques Path to Purchase study commissioned by Snap Inc, 2021
Ranked as
the #1 Happiest
Platform
Enhancing real relationships across
five distinct tabs
Map
350M Snapchatters use
Snap Map each month
Chat
383M Snapchatters use Chat
each day, including 150M with
My AI
Camera
250M Snapchatters use AR
each day. Shopping is the #1
reason they use AR
Stories
70M+ reach in each of sports,
news and entertainment
shows and publisher content
Spotlight
400M MAU. Time spent
tripled YoY. Fastest growing
tab
How Snapchat Fits Into
Your Paid Social Strategy
19
Full Funnel Marketing Drives Better Performance
AWARENESS
CONVERSION
AWARENESS
CONSIDERATION
Collection Ads/DPA
Snap Ads/DPA
Story Ads/DPA
Shoppable AR/DPA
Snap Ads
Story Ads
Collection Ads
AR Leans
Commercials
Snap Ads
Leverage Snapchat’s full suite of ad formats
to achieve optimal results
Snapchat is great for gaining high reach with
unduplicated audiences with the added advantage of
low CPMs.
Their unique AR integration and expanding DR
capabilities makes it an ideal platform to capture the
attention of digital native Millennial and Gen Z users.
Advanced audience targeting based on lifestyles,
shopping activity and online behaviors can drive
additional performance by allowing you to reach the
right users where they engage the most.
Ad Formats for All of Your Objectives
Bespoke AR Lens Shoppable AR Lens Snap Ad Collection Ad Story Ad Commercials
in the Camera within Content
between Friends’ Stories, or within Publisher Shows + Spotlight only within Shows
E-Commerce Experiences in Snapchat
Screenshot Screenshot Screenshot Screenshot
Dynamic Ads Snap Ads Collection Ads Story Ads
E-Commerce experiences in Snapchat
Screenshot Screenshot Screenshot Screenshot
Dynamic Ads Snap Ads Collection Ads Story Ads
Of Snapchat’s business comes from Direct Response
advertising, making this a vital addition to lower funnel
strategies across industries
Over 50%
Augmented Reality is The Digital Layer
That Enhances the World Around You
250M
Snapchatters use AR each
day. Shopping is the #1
reason they use AR
47%
Snapchatters exposed to
media that included an
Apparel Lens were 47%
more likely to purchase.
AR Drives 5x More Attentive Seconds Than Social
Platform Averages
WHERE TO FIND THEM
THE BENEFITS
Camera Carousel, Lens Explorer, Friend
Stories/Snaps, Snap Ads, MyAI
● Create interactive moments with augmented reality
experiences. Lenses use augmented reality to place
objects and animated characters in Snaps – it appears as
if they’re really there!
● Connect to catalogues to drive commerce behavior -
sampling, product demonstration and purchase
● Exposure vs Experience: Lenses are the only digital ad
format that puts the end user in the creative.
CREATIVE VARIETY
COMPLEX BESPOKE INSTANT
Liquid I.V. Drives Incrementality and
Efficiency with AR On Snapchat
RESULTS
In the past, health and wellness brand
Liquid I.V., leveraged both Snap Ads and
Story Ads to drive purchases for their
hydration essentials. Liquid I.V. wanted to
step out of their comfort zone while
scaling their e-commerce success and
driving brand growth, so this time around,
the brand opted for something a little
different — and more immersive — to
deliver to their consumers.
Enter: augmented reality!
CHALLENGE
● The brand’s campaign objective was to increase reach and drive
performance while simultaneously reducing the cost per incremental
● To reach this KPI, Liquid I.V. decided to incrementally introduce AR to
Snapchatters, splitting their campaign into two parts. First, the brand
sought to drive engagement and target a broader prospecting
audience with a Swipe-Up Lens
● Liquid I.V. also pursued a broad-distribution Lens that would allow
them to scale even more, targeting the perfect niche holiday: National
Hydration Day
● The Audience Lens for the first half of their campaign reduced cost
per Incremental across all metrics and improved performance.
● The National Lens for the second half of their campaign was also
exceptionally successful, driving a 73% incremental reach while
continuing to drive down CPIS.
SOLUTION SUMMARY
brand awareness lift
with audience lens
purchase intent norm
with national lens
+2.5x
20x
CASE STUDY
Full Funnel Success On Snapchat Leverages Multiple Ad
Formats with Both Camera and Content Placements
Awareness Consideration Conversion
● Snap Ads
● Commercials
● AR Lenses
● Collection ads
● Snap Ads
● Story Ads
● Story Ads
● Collection ads
● Catalog Sales
● AR Shopping
Lenses
(Try-On)
2.3x
higher Conversion
Lift than single
Ad products
2.1x
as likely to drive
significant
Purchase Intent
Key Tips for a Successful
Snapchat Activation
28
How to Approach Campaign
Set-Up for Testing
Plan for at least a 4 week test flight. Assuming all pixels and CAPI
are in place, campaigns will require a learning phase to reach
optimized delivery.
Be realistic about your budget and goals. Having a healthy budget
of ~$50k for a test flight will ensure you drive enough early
conversions to exit the learning phase efficiently. Bonus:
frontloading you campaign with expedite learning!
Identify your objective and know how you’re going to optimize for
success. Once you know what you’re trying to achieve it’s easy to
determine your bid and optimization strategies, KPIs, targeting and
ad product mix.
30
Awareness Consideration Conversion
Objectives
Targeting
Measurement
● Awareness
● Engagement
● Video Views
● Lead Gen
● Drive Traffic (web/app)
● App Install
● Catalog Sales
● Website Purchases
● App Purchases
● Broad Demo
● Lifestyle/Interest Segments
● Lifestyle/Interest Segments
● Re-engagement
● Lookalike Segments
● Lifestyle/Interest Segments
● Re-engagement
● CRM/Audience Match
● Reach
● Brand/Attitudinal Lift
● PIxel
● CAPI
● MMM
● Reach
● Attitudinal Lift
● Pixel
● CAPI
● MMM
● MMP
● Conversion Lift
● Pixel
● CAPI
● MMM
● MMP
● MTA
● Visitation Lift
Establishing Your KPIs, Targeting and Measurement for
Snapchat Performance
Clothing Brand Drives Stronger ROAS
with 7/0 Optimization
Snapchat typically defaults to a 28-day click
& 1-day view attribution window, often
leading to lower last-click conversion rates
and under reported attribution in third-party
tools. Understanding the true value of Snap
in the media mix and it’s capability to reach
users who are more likely to convert quickly
is critical to Brand’s success.
Tinuiti hypothesized that a 7/0 optimization
would drive stronger results for our
Snapchat campaigns (both in-platform &
third-party tools) by shifting away from
28/1 optimization
CHALLENGE
● Leveraged Tinuiti’s access to early 7/0 beta using the
top acquisition audience (Women’s Fashion Interests)
and activated two ad groups side by side to compare
optimization strategies
● 7/0 Optimization drove 100% stronger
platform-reported ROAS and showed a 250% stronger
ROAS in third-party reporting tools at a 51% more
efficient CPA
● Tinuiti recommended rolling out ad sets with 7/0
optimization windows across entire Snapchat
account in efforts to mirror this improved efficiency,
platform return, and revenue & ROAS lifts
SOLUTION SUMMARY
CASE STUDY
RESULTS
Stronger ROAS compared
to BAU Ad Set
More efficient CPA
compared to BAU Ad Set
100%
51%
Organic Snapchat Presence + Paid Ads Drives Higher
User Intent
Aligning organic and Snap paid ad content
experiences on Snapchat improves the intent of
actions and downstream conversions.
Create a consistent playback experience to
encourage Snapchatters to perform high-value
actions with greater intent
Bring high performing organic content into paid
campaigns to keep the momentum going and
drive higher returns
Creative is Critical to Success
What It Looks Like: Full Funnel Activation
Awareness Consideration Conversion
Key Takeaways
Recap
35
Real relationships. Real influence. Real results.
Need for a broad way to reach users with
your brand message
Snapchat reaches more than 750 million users
monthly
Snapchat delivers 3.6x more attentive seconds
than any other ad format or platform
Snapchat has the full funnel solutions to help you
reach your customers, with your authentic voice
91% of Snapchatters say this is a happy
environment
75% of Snapchatters say this is a network
to chat with close friends
Nearly 50% of Snapchatters do not use TikTok,
and are uniquely found on Snapchat
Need for proven results
Need for diversity of ways to engage
with customers
Need for a receptive environment to tell
your brand story
Need to reach real people in a
meaningful way
Need to reach users that can’t be
reached in other places
C O N F I D E N T I A L
Schedule Your
Consultation
with a Social Media
Expert
Q&A
LAUREN WALDEN
Associate Director, Paid
Social
NADAV GEFT
Manager, Global Agency
Development
Q1 2023 Digital
Ads Benchmark
Report
VIEW TINUITI’S LATEST RESEARCH
Thank You!

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A Comprehensive Guide to Snapchat: From AR to Commerce

  • 1. A Comprehensive Guide to Snapchat From AR to Commerce
  • 2. Today’s Logistics Katherine Bishop Marketing Coordinator Recording & slides will be in your inbox shortly after the session Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
  • 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  • 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 5. Our Speakers LAUREN WALDEN Associate Director, Paid Social NADAV GEFT Manager, Global Agency Development
  • 6. Agenda ● What you need to know about Snapchat ● How Snap Fits Into Social Strategy ● How to Activate ● Q&A 6
  • 7. How is your brand currently utilizing Snapchat? ● Regularly creating and sharing engaging content on our snapchat profile ● Leveraging AR lenses to create interactive and fun experiences for our audience ● Collaborating with influencers and creators to expand brand outreach ● Not using it at all but want to POLL
  • 8. What You Need to Know About Snapchat 8
  • 9. Snapchat exists to enhance relationships between friends, family, and the world “Real relationships, real influence, real results” This is achieved through our large and unique audience, diverse ad formats, and proven results. C O N F I D E N T I A L
  • 10.
  • 11. More than any other social network. Source: Neuro-Insight Study, Commissioned by Snap Inc, 2022, US Which social platform do you go to connect with close friends? 10% 34% 61% 75%
  • 12.
  • 13. Source: GWI Q3 & Q4 2022. Sample Size: 10,525 Snapchatters aged 18-64 who use the platform daily. Market: USA. Snapchat’s daily reach is unduplicated. Exclusive Daily Reach of Snapchatters (18+) % of Snapchatters who do not use this platform daily 46% 50% 56% 68% 81% 83%
  • 14.
  • 15. 100 index Platform Happiness Making Snapchat the happiest platform! Source: Goodques Path to Purchase study commissioned by Snap Inc, 2021 Ranked as the #1 Happiest Platform
  • 16.
  • 17.
  • 18. Enhancing real relationships across five distinct tabs Map 350M Snapchatters use Snap Map each month Chat 383M Snapchatters use Chat each day, including 150M with My AI Camera 250M Snapchatters use AR each day. Shopping is the #1 reason they use AR Stories 70M+ reach in each of sports, news and entertainment shows and publisher content Spotlight 400M MAU. Time spent tripled YoY. Fastest growing tab
  • 19. How Snapchat Fits Into Your Paid Social Strategy 19
  • 20. Full Funnel Marketing Drives Better Performance AWARENESS CONVERSION AWARENESS CONSIDERATION Collection Ads/DPA Snap Ads/DPA Story Ads/DPA Shoppable AR/DPA Snap Ads Story Ads Collection Ads AR Leans Commercials Snap Ads Leverage Snapchat’s full suite of ad formats to achieve optimal results Snapchat is great for gaining high reach with unduplicated audiences with the added advantage of low CPMs. Their unique AR integration and expanding DR capabilities makes it an ideal platform to capture the attention of digital native Millennial and Gen Z users. Advanced audience targeting based on lifestyles, shopping activity and online behaviors can drive additional performance by allowing you to reach the right users where they engage the most.
  • 21. Ad Formats for All of Your Objectives Bespoke AR Lens Shoppable AR Lens Snap Ad Collection Ad Story Ad Commercials in the Camera within Content between Friends’ Stories, or within Publisher Shows + Spotlight only within Shows
  • 22. E-Commerce Experiences in Snapchat Screenshot Screenshot Screenshot Screenshot Dynamic Ads Snap Ads Collection Ads Story Ads
  • 23. E-Commerce experiences in Snapchat Screenshot Screenshot Screenshot Screenshot Dynamic Ads Snap Ads Collection Ads Story Ads Of Snapchat’s business comes from Direct Response advertising, making this a vital addition to lower funnel strategies across industries Over 50%
  • 24. Augmented Reality is The Digital Layer That Enhances the World Around You 250M Snapchatters use AR each day. Shopping is the #1 reason they use AR 47% Snapchatters exposed to media that included an Apparel Lens were 47% more likely to purchase.
  • 25. AR Drives 5x More Attentive Seconds Than Social Platform Averages WHERE TO FIND THEM THE BENEFITS Camera Carousel, Lens Explorer, Friend Stories/Snaps, Snap Ads, MyAI ● Create interactive moments with augmented reality experiences. Lenses use augmented reality to place objects and animated characters in Snaps – it appears as if they’re really there! ● Connect to catalogues to drive commerce behavior - sampling, product demonstration and purchase ● Exposure vs Experience: Lenses are the only digital ad format that puts the end user in the creative. CREATIVE VARIETY COMPLEX BESPOKE INSTANT
  • 26. Liquid I.V. Drives Incrementality and Efficiency with AR On Snapchat RESULTS In the past, health and wellness brand Liquid I.V., leveraged both Snap Ads and Story Ads to drive purchases for their hydration essentials. Liquid I.V. wanted to step out of their comfort zone while scaling their e-commerce success and driving brand growth, so this time around, the brand opted for something a little different — and more immersive — to deliver to their consumers. Enter: augmented reality! CHALLENGE ● The brand’s campaign objective was to increase reach and drive performance while simultaneously reducing the cost per incremental ● To reach this KPI, Liquid I.V. decided to incrementally introduce AR to Snapchatters, splitting their campaign into two parts. First, the brand sought to drive engagement and target a broader prospecting audience with a Swipe-Up Lens ● Liquid I.V. also pursued a broad-distribution Lens that would allow them to scale even more, targeting the perfect niche holiday: National Hydration Day ● The Audience Lens for the first half of their campaign reduced cost per Incremental across all metrics and improved performance. ● The National Lens for the second half of their campaign was also exceptionally successful, driving a 73% incremental reach while continuing to drive down CPIS. SOLUTION SUMMARY brand awareness lift with audience lens purchase intent norm with national lens +2.5x 20x CASE STUDY
  • 27. Full Funnel Success On Snapchat Leverages Multiple Ad Formats with Both Camera and Content Placements Awareness Consideration Conversion ● Snap Ads ● Commercials ● AR Lenses ● Collection ads ● Snap Ads ● Story Ads ● Story Ads ● Collection ads ● Catalog Sales ● AR Shopping Lenses (Try-On) 2.3x higher Conversion Lift than single Ad products 2.1x as likely to drive significant Purchase Intent
  • 28. Key Tips for a Successful Snapchat Activation 28
  • 29. How to Approach Campaign Set-Up for Testing Plan for at least a 4 week test flight. Assuming all pixels and CAPI are in place, campaigns will require a learning phase to reach optimized delivery. Be realistic about your budget and goals. Having a healthy budget of ~$50k for a test flight will ensure you drive enough early conversions to exit the learning phase efficiently. Bonus: frontloading you campaign with expedite learning! Identify your objective and know how you’re going to optimize for success. Once you know what you’re trying to achieve it’s easy to determine your bid and optimization strategies, KPIs, targeting and ad product mix.
  • 30. 30 Awareness Consideration Conversion Objectives Targeting Measurement ● Awareness ● Engagement ● Video Views ● Lead Gen ● Drive Traffic (web/app) ● App Install ● Catalog Sales ● Website Purchases ● App Purchases ● Broad Demo ● Lifestyle/Interest Segments ● Lifestyle/Interest Segments ● Re-engagement ● Lookalike Segments ● Lifestyle/Interest Segments ● Re-engagement ● CRM/Audience Match ● Reach ● Brand/Attitudinal Lift ● PIxel ● CAPI ● MMM ● Reach ● Attitudinal Lift ● Pixel ● CAPI ● MMM ● MMP ● Conversion Lift ● Pixel ● CAPI ● MMM ● MMP ● MTA ● Visitation Lift Establishing Your KPIs, Targeting and Measurement for Snapchat Performance
  • 31. Clothing Brand Drives Stronger ROAS with 7/0 Optimization Snapchat typically defaults to a 28-day click & 1-day view attribution window, often leading to lower last-click conversion rates and under reported attribution in third-party tools. Understanding the true value of Snap in the media mix and it’s capability to reach users who are more likely to convert quickly is critical to Brand’s success. Tinuiti hypothesized that a 7/0 optimization would drive stronger results for our Snapchat campaigns (both in-platform & third-party tools) by shifting away from 28/1 optimization CHALLENGE ● Leveraged Tinuiti’s access to early 7/0 beta using the top acquisition audience (Women’s Fashion Interests) and activated two ad groups side by side to compare optimization strategies ● 7/0 Optimization drove 100% stronger platform-reported ROAS and showed a 250% stronger ROAS in third-party reporting tools at a 51% more efficient CPA ● Tinuiti recommended rolling out ad sets with 7/0 optimization windows across entire Snapchat account in efforts to mirror this improved efficiency, platform return, and revenue & ROAS lifts SOLUTION SUMMARY CASE STUDY RESULTS Stronger ROAS compared to BAU Ad Set More efficient CPA compared to BAU Ad Set 100% 51%
  • 32. Organic Snapchat Presence + Paid Ads Drives Higher User Intent Aligning organic and Snap paid ad content experiences on Snapchat improves the intent of actions and downstream conversions. Create a consistent playback experience to encourage Snapchatters to perform high-value actions with greater intent Bring high performing organic content into paid campaigns to keep the momentum going and drive higher returns
  • 33. Creative is Critical to Success
  • 34. What It Looks Like: Full Funnel Activation Awareness Consideration Conversion
  • 36. Real relationships. Real influence. Real results. Need for a broad way to reach users with your brand message Snapchat reaches more than 750 million users monthly Snapchat delivers 3.6x more attentive seconds than any other ad format or platform Snapchat has the full funnel solutions to help you reach your customers, with your authentic voice 91% of Snapchatters say this is a happy environment 75% of Snapchatters say this is a network to chat with close friends Nearly 50% of Snapchatters do not use TikTok, and are uniquely found on Snapchat Need for proven results Need for diversity of ways to engage with customers Need for a receptive environment to tell your brand story Need to reach real people in a meaningful way Need to reach users that can’t be reached in other places C O N F I D E N T I A L
  • 37. Schedule Your Consultation with a Social Media Expert
  • 38. Q&A LAUREN WALDEN Associate Director, Paid Social NADAV GEFT Manager, Global Agency Development
  • 39. Q1 2023 Digital Ads Benchmark Report VIEW TINUITI’S LATEST RESEARCH