by Leah Kay
Snapchat is a defining app of the Millennial generation. The app is based on the basic need that users feel fulfilled through refreshing, checking, answering, and repeating the process over again. In a study done by eMarketer, it was reported that users between 18 and 24 years old make up 45 percent of all Snapchat users.
Many social media users, specifically Snapchat, experience FOMO, or the “fear of missing out.” Therefore, they constantly check to see what their Snapchat or Instagram friends and followers are doing. Rimmel London tapped into this concept to reach their consumers in a unique way. The beauty brand began releasing exclusive, live content on Snapchat to make announcements and promote products to their viewers.
Rimmel created time-sensitive “FOMO events” to connect quickly and effectively with users. Partnering with the brow-famous Cara Delevingne in April, the brand grew its following by 917 percent. Delevingne’s Live Snapchat Story answering questions from the Twitter hashtag #RimmelxCara had more than 500,000 views.
Food and Technology Intersect
Similar to Rimmel’s interactive campaign with Snapchat users, the mobile food ordering company, GrubHub, developed various promotional campaigns for users.
Taking it one step further, the company featured stories with “user-generated content, contests, giveaways, promotional codes, and recruiting offers… through multimedia content and personalized interactions.”
One of GrubHub’s more successful strategies was their “SnapHunt,” a contest where users participated in a Snapchat-based scavenger hunt. Throughout the contest, the company saw a follower increase by 20 percent.
Companies of every kind are increasingly tapping into all forms of social media to promote their services or products, and Snapchat is a particularly incredible opportunity to reach a younger audience.
– Leah Kay, Account Executive