16 Handles Becomes the 1st Brand to Launch Snapchat Campaign-Results & Current Strategy - BDI 7/31 Direct Messaging Marketing Forum

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Presentation:16 Handles Becomes the 1st Brand to Launch Snapchat Campaign-Results & Current Strategy Presented by: Lara Nicotra, Associate Manager, Social Media & Digital Marketing, 16 Handles As today’s leading self-service frozen dessert and snack brand, 16 Handles aims to set the pace for innovation. In 2013, 16 Handles became the first brand to embrace Snapchat as a marketing tool. Learn how this campaign was effective and what new initiatives the company is taking to keep their account snappy!

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n July 16, 2008 – 1st store in East Village
n 1st self-service frozen yogurt company in
New York City
n 42 locations – NY, CT, MA, NJ, MD & FL
n Middle East Expansion
n Each store features 16 flavors of
premium and artisan frozen yogurt on
tap everyday + endless toppings
n Eco-Responsibility with
Trees for the Future Foundation
This is 16 Handles!

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The Campaign: Snappy New Year
n Why?
n Our guests are using the app
n Perfect-timing (Jan 2013)
n Take risks!

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Snappy New Year
n Snapchat was being used as a way to send private pictures to
friends
n 16 Handles took a new approach for marketing purposes
n Invite users to snap their pictures to the company account
n Snaps in exchange for a mystery discount

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What Worked?
n Sense of urgency
n Each coupon was dated
n Coupon expired after 10 seconds from the time it’s first viewed
n Guest activation happened at the register by trained team members
n FUN
n Not your boring direct mailer
n Game of chance
16% OFF • 50% OFF • 100% OFF
CONGRATS!

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Results
n Ran in 5 NYC stores
n Received over 1,400 engagements
n Tapped into key demographic
n Won a Mashie!
n 2013’s Rising Star
n Value in being 1st
n Press recognition
n Innovators

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16 Handles & Snapchat Continues
n New product launches
n Sneak peeks & flavor testing
n Live at events *SEND SNAP NOW*

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Q & A
Thanks! Add us on Snapchat.
Username: Love16Handles
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