After serving a significant number of users over the time, Snapchat figured out that it has an awareness issue. In a survey, the company found that people under the age of 25 has most likely installed the app and regularly uses it. While, the majority of adults do not understand its vernacular of Snaps, dancing hot dogs, and stories.
Hence, Snapchat is running its very first TV campaign tonight during the Final Four on TBS. The 60-second spot, “A New Kind of Camera,” would explain Snap’s mission to be a “camera company” and it is much more educational than entertaining. The advertisement was internally created and the full 60-second and a 30-second version would run on TV in prime-time, cable and syndication slots for the span of next two months.
The advertisement depicts consumers taking snaps of the daily things such as playing with their dog or brushing their teeth which are overlaid with the app’s filters, graphics, and lenses. The last 10 seconds of the advertisement drives in the message that Snapchat differs from the other social platforms and takes a jab at the rival Instagram. As per the copy, it is a camera for talking as a Snap says more than a text and so, Snapchat is a camera company where how people feel matters more than how they look.
Snapchat is even launching a wider digital campaign, encompassing the digital versions of the ad and the website in order to educate the consumers about the app. Some of the stats that Snapchat is likely to rattle off in its pitch to the consumers: The average user spends around 30 minutes with the app, and more than 3.5 billion pieces of content are made every day.
The company has run intelligent, usually regional, out-of-home advertisements in the past, but this campaign marks one of the first earnest advertising efforts of the company. Marking Snapchat as a camera company has been the past 18 months focus of CEO Evan Spiegel since Snapchat made the Snap Inc. corporate name and started manufacturing and selling video-recording Spectacles.
At the time of Goldman Sachs’ Technology and Internet Conference in the month of February, Spiegel said that Snap really, very early, started capitalizing on this idea that not only are cameras software, but they are connected to each other, which means people can use cameras for talking, they can use cameras to learn about the world, they can use cameras for storytelling, and that is what the next couple of decades look like for the evolution of cameras and the evolution of Snap.
The campaign appears at a critical time for the company. At the exact time, it is making struggles to meet the expectations of the investors, it is doling out big money on its own advertising. Previously this week, the company roughly laid off around 100 advertising employees and also recently laid off around 120 engineers.
While Snapchat requires cutting prices to please Wall Street, it even requires gaining more consumers to satisfy the investors that in turn needs paying for advertising which reaches millions through TV advertisements during major sports events such as March Madness. In other words, it needs to spend money in order to earn money. If the educational tone would work with the consumers is not transparent, but the company clearly is forking over a little amount for the promotion of the app ahead of the company’s next earnings call in the month of May.