This document discusses Snapchat, including its growth in numbers of users, the features that brands are using on the platform, and success stories from brands like MTV, Taco Bell, and Heineken in using Snapchat for marketing campaigns. It also profiles some influential Snapchat users ("influencers") like Michael Platco, Shaun McBride, and Evan Garber who have partnered with brands to create sponsored content for Snapchat. The document concludes by noting that while Snapchat was initially focused on personal communication, it is increasingly being used by brands and media companies to engage audiences.

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Drops of Knowledge: Snapchat
April 2015

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 Snapchat in Numbers
 Features Brands are Using
 Snapchat Success Stories
 Influencers
 The Future of Snapchat
Snapchat

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Snapchat in Numbers

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Snapchat in Numbers
• Fastest growing social app of 2014
• 100 million monthly active users
• 700 million photo Snaps per day
• 70% women / 30% men
• 71% under 25 years old

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Features Brands are Using

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Snapchat 101
6
Your Snapchats Make a Snapchat Your Friends on
Snapchat
Chat on Snapchat

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Features: Messages
One-to-one conversation with fans
• Be human
• Personalize your snaps for fans
• Discounts and photo challenges
• Share exclusive content
• Partner with Snapchat
influencers
• Be playful – have fun with the
features like drawing

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Features: Stories
Create a narrative with photos and
videos, lasts for 24 hours
• Change “View my Story”
settings from default “Friends”
to “Everyone”
• Share exclusive, behind-the-
scenes content
• Crowd-source Stories at events
• Mix branded content with UGC
for an authentic feel
• Reveal discount codes

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Features: GrubHub Story

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Features: Discover
A page dedicated to news stories
from selected media channels
• Brands have a permanent place
on the app
• Real-time – post relevant and
timely content
• Use headlines to help tell the
news story
• Only available to a small
number of brands at the
moment

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Discover: Food Network

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Snapchat Success Stories

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MTV
VMA Nominations
13
MTV used Snapchat to reveal the much-anticipated
nominees for the 2014 VMAs
- While last year’s VMA nominees were announced via
Vine, MTV took to Snapchat to announce the
nominees for 2014 through eight 10-second videos
- The VMAs introduced a brand new social category –
Best Lyric Video – which was determined by social
voting by fans and was announced via Snapchat
- In the 24 hours after the Snapchat announcement,
MTV’s followers grew by a whopping 40%

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Taco Bell
Valentine’s Day Campaign
14
Taco Bell published a Valentine’s Day story filled
with hilarious virtual cards
- One of the first major brands to take advantage of the
platform, Taco Bell’s Snapchat marketing is
consistently on the mark when it comes to interacting
with their millennial audience
- Taco bell published its limited-time only Valentine’s
Day stories with detailed instructions for personalizing
and sending the Snapchat cards
- Taco Bell’s Nicholas Tran said Snapchat followers are
“crazy engaged.” When the brand sends a Snap, 90
percent of friends who open a message view it in its
entirety (AdWeek).

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Heineken
Heineken House at Coachella
15
To celebrate its 13th year as an official sponsor of
Coachella, Heineken gave its fans “Heineken House”
- Commemorating a partnership that spans over a
decade, Heineken created a hub that allowed fans to
experience music, food and art collaborations
- After users connected to HeinekenSnapWho, the
beverage brand snapped image clues of select artists
set to perform at Heineken House
- By replying back and guessing the right artist, fans
were then sent sneak peeks on when the performance
would take place

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Influencers

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Michael Platco
Professional Snapchatter
17
Platco is another famous Snapchatter known for his
work on brands like MLS, The Voice and Marriott
- Another artist with incredible talent, Boston-based
Platco is known for his intricate artwork for brands
- He’s worked with everyone from Grubhub to Pretty
Little Liars to WaltDisneyWorld
- Snapchat handle: mplatco

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Shaun McBride
Snapchat Viral Star
18
Like other social networks, Snapchat was bound to
produce celebrities
- Originally a snowboard sales rep, McBride rose to
fame for his amazing illustrations using Snapchat
- Brands like Disney and Taco Bell have approached
him to create branded content that has that authentic
Snapchat style that teens respond to
- Brands have paid up to $30,000 for advertising deals
with McBride and various other users
- Snapchat Handle: shonduras

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Evan Garber
Snapchat Viral Star
19
Hailing from the engineering field, 27 year old Garber
makes a living from his Snapchat sponsorships
- Currently working with Shaun McBride on a scripted
Snapchat series called Snapper Hero for AT&T,
Garber’s art takes hours to complete
- He saw companies struggling with how best to use
Snapchat and he had the vision “by practicing to
become a better Snapchat artist, I could then come up
more creative ways to work with brands and
companies to actually create engaging, visually
appealing pieces of content that would set their story
apart.” (digitalmusicnews.com)
- Snapchat handle: emgarber

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