‘We’re not social media’, warns Snapchat in new campaign

Snapchat has launched a new 360 marketing campaign ‘Less Social Media. More Snapchat’, which aims to set itself apart from others in the sector.

The 360 marketing campaign includes a TV ad, out-of-home, print, and digital ads that take a look at the stark differences between Snapchat and other social media platforms.

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In the US, the platform launched the ad during the 66th Annual Grammy Awards, with OOH placements launching in key cities, including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago.

A full-page ad in The New York Times’ Sunday Times is also being launched with amplification across platforms such as Reddit, Meta, YouTube and digital banner ads.

Meanwhile, in the UK, the brand is wrapping iconic taxi cabs with bright and bold “Less Social Media. More Snapchat.” creative, as well as running digital ads.

Snapchat Chief Creative Officer, Colleen DeCourcy said: “Snapchat was built differently from the very beginning as a place where people can be their real selves with their real friends.

“With this campaign, we want to show the world exactly what Snapchat is not, and what it really is. We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them most.”

Recently, Snapchat UK Business Solutions Director, Fintan Gillespie told Mobile Marketing Magazine“Snapchat was designed to be different from traditional social media—to help people express themselves with friends visually without the pressure to grow a following or compete for likes. That’s why Snapchat opens up to the camera, rather than a newsfeed.”