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Page 1: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want
Page 2: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Snapchat vs InstagramResearch &

Strategy

Page 3: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Snapchat vs InstagramResearch &

Strategy

Page 4: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Advertising Objectives

Develop a voice and personality consistent with the Snapchat

brand that will establish a strong, consistent brand message,

increasing awareness and the total number of monthly active users.

Research & Strategy

Page 5: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Conducted ResearchResearch &

Strategy

Secondary Research10 personal interviews

2 focus groups1 survey (140 respondents)

Page 6: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Target MarketResearch &

Strategy

–13-24 yr olds–Don’t know what life would be like without the internet–Admire creativity and freedom of expression–Live in a constant state of FOMO–Social Media plays a pivotal role in keeping them connected with friends

Page 7: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Group Insights

–13-24 yr olds–Don’t know what life would be like without the internet–Admire creativity and freedom of expression–Live in a constant state of FOMO–Social Media plays a pivotal role in keeping them connected with friends

Page 8: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

1. Snapchat is casual & in the momentG

roup Insights

Support:Unlike Facebook and Instagram, Snapchat has a raw, unedited feel to it“I snap whatever I'm doing with my life. I don't go out of my way to take THE picture” - Survey Response

Info From Qualtrics Survey

Page 9: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

2. Communication for entertainment, not necessityG

roup Insights

Snapchat is used more leisurely than a normal messaging app.

Page 10: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

2. Communication for entertainment, not necessityG

roup Insights

When do you Snap?

“Texting is for when I have a specific question, or if something needs to get done.

Snapchat is communication for fun or entertainment, not necessity.”

“When it’s something too stupid or dumb for a text message.”

Page 11: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

“If you went on a date with Snapchat, what would it be like?”

Our friendship group told us it would be:Silly, but with fun banter

Conversational, but lacking depth

2. Communication for entertainment, not necessityG

roup Insights

Page 12: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

3. Snapchat Eliminates FOMO

Snapchat eliminates FOMO by allowing users to share their lives

with personal, one-on-one connections.

Group Insights

Page 13: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

3. Snapchat Eliminates FOMOG

roup Insights

Why Snapchat over text messaging?“I Snap when I don’t just want to communicate,

but share an experience.”

“Guilt free stalking.”

Page 14: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

3. Snapchat Eliminates FOMOG

roup Insights

Position Statements:The real life, “Check out what I just saw”

inclusion that leaves you laughing.

"You want to be a connected, active member in your social circle no matter where you are."

"Snapchat's picture messaging and social stories easily allow those close to you to stay close to you always."

Page 15: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Not All Moments Last Forever

Page 16: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

ManifestoC

reative Executions

Life is made up of little moments. Some will be remembered, some won’t. Often the parts remembered

are the ones not captured forever. The hug before a photo. The laugh before a video. The fall before first

steps. No matter how big or how small, these moments are best shared with the people important to us. It doesn’t matter that not all moments last forever,

experiences shared are memories made.

Page 17: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Creative Executions

Page 18: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

PrintC

reative Executions

Page 19: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

PrintC

reative Executions

Page 20: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

PrintC

reative Executions

Page 21: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

OutdoorC

reative Executions

Page 22: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

OutdoorC

reative Executions

Page 23: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

OutdoorC

reative Executions

Page 24: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

OutdoorC

reative Executions

Page 25: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Scan StationC

reative Executions

Located outside major events like concerts or sports games, these stations will have QR Snaptags. If they scan using their QR

Snaptag, the user will have access to exclusive content for their Snapchat “My

Story” to send to their friends.

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Scan StationC

reative Executions

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Scan StationC

reative Executions

For example, at a Kanye West concert, those who scan the ScanStation would gain access to a piece of an unreleased song or music video that they could send to their friends or add to their

“My Story.” This content would be exclusive to the scan station.

Page 28: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Scan StationC

reative Executions

Outside a roller coaster at Six Flags, people exiting the ride will have the chance to send their friends a pre-recorded video of the Roller Coaster ride from start to finish, giving them the

chance to ride it again through snapchat and/or share the roller coaster ride with their friends who couldn't be there with them.

Page 29: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

10 Second ConcertC

reative Executions

To show that not all moments last forever, Snapchat will set up a stage in the middle of a

heavily populated area like Times Square. After promotion including geotargeting

snapchat users in the area and other promotional mediums, they will stage a

concert with a pop star like (Britney Spears) that only lasts ten seconds.

Page 30: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Not All Moments Last Forever

Page 31: Snapchat vs Instagram · 3. Snapchat Eliminates FOMO Group Insights Position Statements: The real life, “Check out what I just saw” inclusion that leaves you laughing. "You want

Thank You