Summary
- Campaign: Less Social Media. More Snapchat
- Brand: Snapchat
- Product: Snapchat App
- Target Audience: Young adults and teenagers
- Goal: Reposition Snapchat as a platform for authentic self-expression and genuine connection
- Key Element: Humorous and relatable portrayal of social media fatigue
A Refreshing Take on Social Media: Snapchat’s “Less Social Media. More Snapchat.” Campaign
Snapchat launched a creative and humorous ad campaign to challenge the traditional notion of social media. The campaign aimed to position Snapchat as a platform that fosters genuine connections and authentic self-expression, rather than a place for superficial interactions and constant comparison.
The ad featured a series of relatable scenarios where individuals were overwhelmed by the noise and negativity of social media. It contrasted these experiences with the positive and authentic interactions facilitated by Snapchat. The ad emphasized the app’s unique features, such as disappearing messages and augmented reality filters, that allow users to connect with friends and family in a more personal and meaningful way.
The campaign’s tagline, “Less Social Media. More Snapchat,” succinctly captured the core message. By highlighting the app’s focus on real-life experiences and genuine connections, Snapchat aimed to attract a younger generation seeking a more authentic social media experience.
The ad gained significant traction on YouTube, garnering over 72 million views. Its success can be attributed to its relatable humor, clever messaging, and the growing popularity of short-form video content.
