directv snapchat strategy

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DIRECTV’s Snapchat Story In 2013 I brought Snapchat to the attention of upper management at DIRECTV and was tasked with running strategy for this emerging platform. Flash forward to 2016 & DIRECTV’s LIVE stories have been viewed by over 250k people and the first national Snapchat Ad I co-produced for .TV, our first OTT product in September 2015 drove over 10M impressions across paid, earned and owned channels. My strategy has always been create content that speaks to the audience at hand. People say “why would DIRECTV be on Snapchat?” and I say because DIRECTV serves the entire household, not just the core customer we advertise to that’s male 35-54. Using Snapchat as intended by creating engaging, custom stories that not only entertain but drive OTT products, On Demand/Streaming entertainment properties and coverage of major media events.

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DIRECTV’s Snapchat Story !

•  In 2013 I brought Snapchat to the attention of upper management at DIRECTV and was tasked with running strategy for this emerging platform.!

•  Flash forward to 2016 & DIRECTV’s LIVE stories have been viewed by over 250k people and the first national Snapchat Ad I co-produced for .TV, our first OTT product in September 2015 drove over 10M impressions across paid, earned and owned channels. !

•  My strategy has always been create content that speaks to the audience at hand. People say “why would DIRECTV be on Snapchat?” and I say because DIRECTV serves the entire household, not just the core customer we advertise to that’s male 35-54. Using Snapchat as intended by creating engaging, custom stories that not only entertain but drive OTT products, On Demand/Streaming entertainment properties and coverage of major media events.

SnapChat – DIRECTV First National Ad !

Goal: drive awareness of DIRECTV’s first OTT product, .TV to a millennial and Gen Z

audience !•  Video was a custom produced ad that was geo-

targeted to students at 50+ colleges nationwide. !

•  500k campaign engagements among college-age students with a completion rate of 12%. !

•  33% increase in DIRECV’s Snapchat followers. !

•  Ad ran from 8/26/2015-9/20/2015. !

•  Ad was co-produced with Iced Media and the Sports Marketing team. !

SnapChat – DIRECTV Coverage: 2015 Comic Con !

Our 22 “Snaps” had over 26k views!!

SnapChat – DIRECTV Coverage: Grease LIVE!

Our 11 “Snaps” had over 17k views!!

SnapChat – DIRECTV Coverage: 2015 Emmy Awards !

Our 13 “Snaps” had over 15k views!!