How 3 Entertainment Companies Successfully Used Snapchat in their Paid Social Mix

Entertainment is an irreplaceable part of everyone’s life. Today, there is an unending supply of entertainment across countless of sources to satisfy our needs with the industry's persistence in bringing new content to audiences all over the world.

And we know what's irrefutable—the gargantuan amount of money spent by the entertainment industry on marketing. The US' industry is expected to recover swiftly in 2021 and predicted to spend $8.48 billion on digital advertising, while India's industry is expected to spend up to $7.15 billion by 2025.

What we can deduce from this is that, no matter the location, the digital advertising trend is widespread. Especially in current times where people connect with each other digitally more than in-person, there is no better place to advertise your content than social media.

Here's how 3 entertainment companies utilised Snapchat as part of their paid social mix and successfully met their marketing objectives.

1) Sony Pictures

Run Time:

2018

Target Region and Audience:

Worldwide

Performance:

The highly interactive and intuitive Venom Snapchat Lens led to brilliant results for the brand. The campaign led to the purchase of around 1 million movie tickets along with 45 million lens impressions.

Goal:

The chief objective of Sony Pictures was to elevate the number of sold movie tickets of ”Venom.” For this, they collaborated with Snapchat.

Approach and Buyer’s Journey:

The hard work that Sony did in designing the Snapchat lens featuring Venom paid off remarkably in the end. When users opened the lens, it displayed the user’s face under a Venom mask, the same as in the movie’s theatrical cut.

A user could speak out anything, and that came out in Venom’s sound. For instance, the movie famous dialogue “We are Venom.” Moreover, users were also targeted with Snap Ads that took them to a game that they could play featuring Venom.

Sony also used red carpet live story ads to drive the sales of the tickets. Other than this, the AR Lens featured a “Swipe up for tickets” CTA that nudged users into buying the tickets for the movie. Snap Ads were also used by the brand to let users buy the Blu-Ray if they want.

Results:

The Snapchat ad campaign backed by super interactive character Lens led to the following:

• A grand total of 45 million Lens Impressions.

• The campaign attracted around 1 million movie ticket purchases.

• The lens has 2X the average playtime of any other lens of 2018.

Products Used:

Snap Ads, AR Lens, Story Ads

2) OSN

Run Time:

April 2020

Target Region and Audience:

KSA, UAE, and KWT

Performance:

The performance of the always-on video ad campaign undertaken by OSM was off the charts. OSN received 34% of the total purchases from the ad campaign in the initial 17 days.

Goal:

OSN partnered with Snapchat with the goal to market its streaming service and drive subscriptions to it. User awareness was their number one motive.

Approach and Buyer’s Journey:

The approach designed by the OSM was simplistic. The firm produced simple video Snap Ads that featured clips from various shows of HBO and Disney+. The motive was to attract users towards subscriptions. With clips from the Mandalorian, Killing Eve, Game of Thrones, and various other shows, the firm targeted a number of audiences.

Moreover, specifically for Killing Eve season 3, they created a national lens. This was created for the locals of KSA, UAE, and KWT to drive incremental reach and obviously for subscriptions.

Results:

This ingenious ad campaign produced by OSN promoted its streaming app and revealed its partnership with Disney+. The video ads fostered the following results for the firm at the end, such as:

• 20% of the total sign-ups came from Snap Ads.

• 34% of the total purchases came from the ad campaign.

• It garnered an effective cost per mille of $0.83.

• National Lens reached over 2.2 million Snapchatters.

• The Lens also achieved a playtime of 24.28 seconds.

• The Swipe up rate was 1.7 times more than the click rate on the other social media platform.

Products Used

Snap Ads, Snapchat Lens

3) Dreams

Run Time:

2018

Target Region and Audience:

Worldwide

Performance:

To get the maximum benefit from the ad campaign, Dreams choose the best way of interacting with the users. The firm used Story Ads that delivered them incredible results. The campaign witnessed a 50% lower cost per app install as compared to other channels.

Goal:

As the Dreams app provides highly interactive and engaging content, they collaborated with Snapchat to acquire new users for it. The app allows the user to watch live TV anytime and from anywhere.

Approach and Buyer’s Journey:

Well, the firm designed the Story Ads in a way that could give the user a live experience of the app. So, they mimicked the Dreams app TV screen into their Story Ad, thus, showing the user how they are going to see the movies on a full screen. The ads entirely displayed the length and breadth of the view the users will be getting in the app.

This was done solely to tune the user’s mind into installing the app. In fact, this unique approach led to the acquisition of an audience that was ready to convert as well as stay for a longer time.

For the convenience of the users and to get app installs via Snapchat, Dreams included a CTA at the bottom of the Story Ad. Users could click on the “Get ” button to install the app on their phone.

Results:

The super immersive Story Ads created by the firm led to marvelous results such as:

• 54% of the app installs were acquired through Snapchat.

• Via Snapchat, the app experienced a 20% higher average daily watch time.

• As compared to other channels, using Snapchat, Dreams witnessed a 50% lower cost per app install.

Products Used:

Story Ads

Inspired to build your own Snapchat ad campaign?

In addition to the above companies, Snapchat has helped many other firms skyrocket their revenue and customer figures. If you also want to take your business to new heights, it is time to wield Snapchat and its tools. But, it is not as easy as reading these case studies. There are multiple factors that need to be discovered first. For instance, it is necessary to do thorough market research and find out your target audience. Is your product required by the audience.

Have a look at the competitor’s ad campaigns to find out what they are doing and what their flaws are. Study about the Snapchat tools and find out which one will work the best for you. After all this, you can direct yourself towards building a successful ad campaign.