Snapchat has updated its new Animated Filters feature with a new commercial option, letting brands created their own augmented reality filters on the chat app.
They enable brands to add animated fun to the photos and videos they capture and share, and are available for national takeovers in major markets across the world from December 22.
Over three billion Snaps featuring Filters are viewed on Snapchat every day. Research shows the majority of interactions on Snapchat are between close friends, and 87% of users rank close friends as the most influential factor in purchasing decisions (compared to 6% for influencers and celebrities).
Targeting options for Sponsored Animated Filters are coming soon. Last month saw the launch of Targeted Audience Filters, which meant that Sponsored Filters no longer required micro geofences or national-only campaigns. With Targeted Audience Filters, businesses can target Snapchatters by age, gender, interest, time of day and other factors.
Samsung will be the first brand to run a Sponsored Animated Filter campaign in the UK on Christmas Day. The Filter is part of Samsung’s 2017 Holiday campaign, ‘Giving is the gift to be shared’, which celebrates the joys of gifting during the festive season.
Targeting options for Sponsored Animated Filters are coming soon. Targeted Audience Filters launched in November, meaning Sponsored Filters no longer required micro geofences or national only campaigns. With Targeted Audience Filters businesses can target Snapchatters by age, gender, interest, time of day etc and get efficient prices in an auction and measure results in real-time.
The Geofilters were developed by socially-led creative agency We Are Social in collaboration with 4x UK illustrators Laura Callaghan, Daisy Emerson, Alex Tait, and Crispin Finn (a partnership of Roger Kelly and Anna Fidalgo).
Social listening data was used to determine the theme and timing of 5x moments throughout Christmas Day that could inspire Snapchatters to snap and share
“Starcom has continued to look for innovative ways for Samsung to engage with key audiences across social media. With this first Sponsored Animated Filter in the UK on Christmas Day, Samsung will be able to engage Snapchatters as they express themselves at key moments throughout the day,” said Paul Kasamias, Head of Performance for Samsung at Starcom.
Source: Net Imperative