Snapchat is launching its new brand campaign – “Less Social Media. More Snapchat” – with a TV spot premiering during the 66th Annual Grammy Awards in the US.
The campaign was led by Snap’s chief creative officer, Colleen DeCourcy and explores what makes Snapchat different from traditional social media and includes out-of-home, print and digital ads, which will go live across the US and UK.
In the US, out-of-home placements along popular roadways and high-foot-traffic locales in key US cities, including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago.
A full-page ad in The New York Times’ Sunday Times, as well as takeovers on their digital properties, as well as amplification across digital platforms.
In the UK, the social media platform is also wrapping iconic taxi cabs with bright and bold “Less Social Media. More Snapchat.” creative, as well as running digital ads.
Colleen DeCourcy, chief creative officer of Snapchat, said the platform was built differently from the beginning as a place where people can be their real selves with their real friends.
“With this campaign, we want to show the world exactly what Snapchat is not and what it really is. We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them most.”
In the TV spot, the platform emphasises that its number one use case is messaging with friends, not scrolling through a public feed.
“We’ve never had social validation metrics when you share your Story with your friends. We made deliberate design choices to help prevent the spread of misinformation or harmful content – including moderating content before it can reach a large audience and we don’t have live streaming,” according to the Snapchat.
“We’re the place where more than 75% of 13 to 34 year-olds in over 20 countries (including Australia) go every day to communicate directly with their close friends. We’re not social media, we’re Snapchat.”
