Source: Adweek
In order to get closer to fans, and introduce itself to a more diverse audience than just those under 25, Snap has launched its first TV campaign with an ad called „A New Kind of Camera“.
The ad was created in-house by Snap, and is intended to be more informative than entertaining, showing people taking snaps of everyday things, that are overlaid with the app’s filters, lenses and graphics. The last 10 seconds of the ad positions Snapchat as being different from other social platforms, saying “It’s a camera for talking because a Snap says more than a text”. “So, yeah, Snapchat is a camera—where how you feel matters more than how you look.”
https://www.youtube.com/watch?v=cfqABVVN9ck
Snapchat is also launching a broader digital campaign, including digital versions of the ad and the website whatis.snapchat.com to educate consumers about the app. Snapchat has run clever, usually regional, out-of-home ads in the past, but this campaign marks one of the company’s first earnest advertising efforts.
The campaign comes at a critical time for Snapchat. At the same time it is struggling to meet investors’ expectations, it’s doling out big money on its own advertising.
