Written by Robyn Collinge.
According to Snapchat statistics, 41% of all 18 to 34 year-olds in the US are using the social platform at any given time. And with Snapchatters watching over 10 billion videos per day – more than a 350% increase from last year alone – it’s safe to say your chances for visibility are pretty high.
That’s why many brands have taken to the platform as a way to better connect to their customers, sharing behind-the-scenes insights, sneak peeks, and promotions. So, we thought we’d take a look at 5 brands in particular that have got their Snapchat strategy down to a T.
First up is San Francisco clothing brand, Everlane. Back in November 2014, Everlane published a post on their blog stating that Snapchat would become the de facto social channel for the company. They explained “Snapchat gives us the chance to explore transparency in a completely new way. No fancy cameras. No editing. Just raw, live, footage. It’s beautiful, and it’s the platform for the modern generation.”
Almost two years later, the brand hasn’t turned back. Everlane uses Snapchat as an exclusive backstage pass into their business, events, and culture – from tours of their LA factories to interviewing customers in stores. This whole idea of ‘Everlane Unedited’ brings the clothing line and its customers closer together whilst generating further hype around the already prolific brand.
Yep, you read right. General Electric, a multinational conglomerate corporation, actually does a pretty stellar job of using Snapchat. The company uses the platform to showcase their geeky personality and encourage an interest in all things science. In one blog post they encouraged followers to send them any emoji over Snapchat and in return they would receive some science – from none other than Bill Nye, the Science Guy, himself.
GE’s Global Director of Innovation Sam Olstein says the company is excited by the platform’s potential, “The disappearing nature of its content encourages repeat usage and provides us with a unique way to celebrate invention with an expanding community of young fans.”
Noticing the success B2C brands were having in building strong followings, HubSpot decided to tackle challenge of B2B Snapchatting and launched their own channel in March this year. They explain, “we’re using it to serve as both a marketing and a recruiting channel — a place where we can showcase our unique culture and perks, our awesome employees, and the inbound philosophy.”
Their goal is to be educational, aligning their snaps with their marketing objectives, and they achieve this through snapping tips and tricks, inspirational quotes and sneak peaks of talks and presentations.
One of the great things about GrubHub’s Snapchat strategy is the focus on building an active community. Instead of producing one-way content, the food delivery service sends out snaps that require responses like coupons, contests, and giveaways. For example, in one story they requested followers to send back a ‘food doodle’ for a chance to win a prize.
GrubHub used Snapchat to find a Summer Intern, asking candidates to snap them their best doodle. Back in 2014, the brand also earned the highest Snapchat score of any brand, proving that their creativity is really paying off.
The U.K. team at Domino’s Pizza might not have got on board with Snapchat until January this year but they certainly started off with a bang. Their launch film ‘Dough to Door’ followed the journey of a delivery driver who encountered a series of obstacles in his mission to deliver pizza to a customer.
According to The Drum, they also showed a sequence of random letters throughout the film that amounted to an exclusive discount code they could then use online. This code, which could be attributed to orders, was also a useful way for Domino’s to track the success of the campaign since Snapchat does not offer much in the way of analytics.