Snapchat has become the go-to social network for retailers trying to target millennials. UK boss Claire Valoti shares which brands she believes have succeeded on the platform.
Sainsbury’s added Snapchat to last year’s Christmas campaign and launched what it said was the “first ever UK karaoke Snapchat Lens”.
The interactive element of ‘The Greatest Gift’ advert, a musical extravaganza voiced by James Corden, allowed users to sing along to the tune featured in the advert.
The overlay, which was live for 24 hours, turned users into the main character of the ad – hardworking dad, Dave. Users could then share their festive singing skills with friends on Snapchat.
The Snapchat Lens element was the first time a song created for a brand has been used on the social network.
In order to amplify the user-generated content from Snapchat, Sainsbury’s ran a competition across other social channels, including a Facebook Live event broadcast from an interactive karaoke booth at the Intu shopping centre in Derby.
The best karaoke vocals from across the period replaced Corden’s voice in a special version of the TV ad released the week before Christmas Day.
Snapchat UK general manager Claire Valoti says: “This is a great example of how Sainsbury’s understood the creative possibilities lenses offer. We love how they took an innovative approach to extending their Christmas TV spot and made the most of 3D effects and karaoke so every UK Snapchatter could sing along. They created something that people chose to play along with which is incredibly valuable. ”
River Island teamed up with Snapchat last year to create a selection of bespoke filters – which apply fun graphics and effects to user photos – that were only available in its stores.
For three months, customers at its 280 stores were presented with filters designed to convey cultural messages that changed with the fashion seasons.
“We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content”
Josie Roscop, River Island
To encourage customer engagement, River Island ran a competition that offered users that shared images of the bespoke filters a chance to win a £1,000 shopping spree.
River Island marketing director Josie Roscop says: “We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content.”
Valoti says: “This campaign used Snapchat’s location based geofilters to great effect. It was fantastic to see River Island help Snapchatters frame the moment in their stores.
”With the geofilters they owned their physical location and encouraged customers to adopt unique behaviours and engage with the brand. Annual plan geofilters mean retailers can switch out their creative to fit with campaigns, offering flexibility around promotions and seasons.”
Fast-food giant KFC enabled UK Snapchat users to take a selfie with the iconic founder of its chain, Colonel Sanders.
The campaign linked outdoor advertising to digital and mobile by including codes on outdoor ads that unlocked a specially branded KFC filter featuring the colonel.
“Our younger fan base spends a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two”
Joshua Benge, KFC
KFC packaging also invited Snapchat users to use the filter.
KFC social media manager Joshua Benge says: “Our younger fan base spends a huge amount of their media time on their mobile devices when they are outdoors so we looked to combine the two.
“This is a fun and engaging way for us to extend our previous in-store Snapchat campaign. By unlocking the secret filter, people can have fun with the colonel and share the moment with their friends.”
Valoti says: “Snapchat starts with the camera and KFC’s campaign shows how a retailer can use the camera in unique and fun ways.
“By using a Snapcode to unlock experiences KFC encouraged people to have fun with their brand in ways that their customers want.”
Snapchat UK boss Claire Valoti is one of the keynote speakers at Retail Week Live.
The event, the UK’s premier festival of retail and consumer commerce, takes place in London on March 8-9, 2017. It attracts over 1,200 retail chiefs and leading business personalities who gather to experience the unique combination of networking, inspiring content, strategic thinking and innovation. To book your ticket visit: www.live.retail-week.com