Seeking to run promotions on Snapchat throughout the Tremendous Bowl this weekend?
It will assist.
Snapchat lately commissioned Kantar to analyze a range of Super Bowl-related campaigns in the app, with a view to set up what works greatest, and the way manufacturers can faucet into the encompassing dialogue and engagement.
And whereas the findings are largely as you’ll count on, there could possibly be some notes of inspiration, that may change your method within the app.
First off, the Kantar crew analyzed model elevate information from 30 earlier Tremendous Bowl campaigns within the app, and in contrast them in opposition to trade norms. The evaluation discovered that Tremendous Bowl promotions on Snap drive larger Advert Consciousness Elevate, and even higher outcomes when the marketing campaign contains an AR Lens.
AR Lenses are an even bigger dedication, and a tougher one to enact, however if you happen to can, it could possibly be a great way to maximise your messaging in step with the occasion.
Observe additionally that the info above refers to “ad awareness” not “brand awareness”, which pertains to every particular marketing campaign. That’s a probably necessary distinction, primarily based on this evaluation.
Kantar additionally discovered that publicity to a number of Snap advert merchandise as a part of a single Tremendous Bowl marketing campaign drives much more consciousness
Which might be a reasonably logical final result, in that if you happen to increase your promotions even additional, by totally different advert instruments, you’re prone to get extra publicity, and thus, extra resonance. I’m undecided that this can be a main discovering, nevertheless it might encourage manufacturers to increase their Tremendous Bowl initiatives, the place doable.
Lastly, the Kantar crew additionally checked out Snap video advert greatest practices, primarily based on 10,000 examples.
They discovered that:
- Tremendous Bowl advertisers ought to use each textual content and voiceover to speak direct calls to motion, spotlight key advantages, and have offers.
- For meals/beverage campaigns, you will need to have outstanding photographs of the product to entice viewers to devour
- For providers campaigns akin to sports activities betting, streaming, supply, or utilities, a star/human presence, participating storylines and humor drive higher outcomes
I imply, not everybody can afford a star for his or her Tremendous Bowl push, however if you happen to can, it is best to. Which truly applies to just about each marketing campaign ever, if you happen to’re in a position to get a excessive profile individual to entrance your promotion, it’s probably price it, accounting for product/persona match, and so forth.
I’m undecided there are any main revelations on this new information, however the insights might enable you map out your Tremendous Bowl promotions for the sport.
It may also be late now to be leaping in, particularly given the competitors for consideration. But when Snap had been in your radar anyway, the following pointers might assist.
You possibly can see the complete outcomes of Kantar’s Snapchat Tremendous Bowl Adverts research here.
