Monday, September 25th, 2017 | 4 min read
Today, Sprinklr is announcing its support for Snapchat Sponsored Geofilter ads that people can add to the photos and videos they share on the mobile app. Geofilters are illustrations for Snapchat photos that can only be used within specific geographies.
Now, just in time for Black Friday and holiday shopping, Sprinklr customers can buy, manage and report on both Snap Ads and Sponsored Geofilter ads all, in the Sprinklr platform. Previously, Sprinklr customers had to go through a more time-intensive process of purchasing Sponsored Geofilters through Snapchat’s self-service buying tool or its direct sales team.
The automation of Sponsored Geofilter ad sales in Sprinklr make Snapchat campaigns so much easier for Sprinklr customers who are looking forward to taking advantage of holiday shopping. But while buying Geofilters might be easier, making them a hit is another matter. Here are five best practices brands can follow for Snapchat holiday advertising success:
1) Use Multiple Filters
People now have a shorter attention span than a goldfish. How do you grab their attention quickly without losing it over time? Feature multiple filters. If your filter is only available for a few weeks, this encourages an urgency to use it and prevents fatigue.
For example, McDonald’s was the first brand to offer limited-time, geo-targeted Snapchat filters exclusively available at all of its 14,000 US locations. Not only was each filter available for a limited time, but they also corresponded with key marketing windows and messaging.
2) Track Performance Over Time
In Sprinklr, brands can now easily track performance of their Sponsored Geofilter campaigns over time. Brands can monitor and compare both Snap Ad and Sponsored Geofilter results on the same dashboard. Tracking performance over time shows brands when a filter’s interest has peaked and indicates which filters are driving users to go to your store or take action.
3) Pick the Right Location
The number one factor in advertising is knowing your target audience, and knowing where to reach them. Thoroughly research the demographics of your target audience before choosing a location. Or, if you’re going for a seasonal trend, pick a location that matches your goals.
For example, GE targeted holiday travelers for its Snapchat Geofilter campaign. Snapchat users within 50 major airports and 25 train stations in the US could find a GE filter specific to the airport or train station they were in.
4) Make it Engaging
Snapchat is all about making your brand’s customer interactions more human. Geofilter ads are a powerful way to authentically connect with your customer and engage with them in a creative way.
For GE’s holiday travel Snapchat campaign, its holiday Geofilters looked like airplane boarding passes and train tickets, and featured an interactive component where users could write in their destination.
5) Remember – It’s About Your Customers
The design of your Snapchat Geofilter shouldn’t be all about you. Your design shouldn’t cover up the entire screen and it shouldn’t be all about your business. It’s Snapchat, not a business website, so if the design is all about your brand, the customers may not be excited to engage with it. This is your chance to get creative and focus on building a strong connection with customers.
For example, for Super Bowl Sunday, Gatorade created a geofilter that allowed users to dunk a virtual cooler on themselves. This was interactive AND had minimal brand images. The geofilter was a huge success with 160 million impressions – more coverage than the game itself got (111.9 million people tuned into the game).
With these tips and Snapchat’s continuously updated targeting features and content, marketers have a tremendous opportunity to reach social savvy audiences.
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