Snapchat has launched a new campaign to promote togetherness and community in the app.

The campaign, “Less Likes. More Love”, follows the platform “Less Social Media. More Snapchat” spot which launched earlier this year as part of its brand’s efforts to highlight the connective role that Snap plays in bringing people together.

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 According to the company, which recently rebranded away from being a ‘social media platform’, the campaign is about connecting with friends and maintaining relationships instead of broadcasting to strangers.

The new campaign will also run online and on TV in the US and UK.

Snap, Chief Creative Officer, Colleen DeCourcy said: “Less Likes. More Love. reflects our core belief that forming meaningful connections is more valuable than any social capital. Whether it’s a life milestone, a funny new AR Lens, or just a simple ‘hello,’ the More Love campaign highlights how people use Snapchat to celebrate moments big and small, and share them with the people who mean the most.

“That’s why over 800 million people choose Snapchat as the place where they come to connect, express themselves, and spread love.”

Recently, Snapchat launched a series of new solutions and programs in a bid to reshape the way brands engage with their audiences.

As a result, the platform is empowering advertisers to harness its new Artificial Reality (AR) which includes an extension of its previous offerings.