High impact…in a Snap
Snapchat's B2B account had dozens of indivual sales and marketing leads accross the globe, each requiring culturally specific on-demand brand assets. The internal creative team was overloaded, forcing them to focus on their largest inititives, causing Snap to miss opportunities to penetrate with leads/sales. They needed high-quality output at scale.
Through custom casting, efficient onboarding and focus on creative excellence, I led a team that identified and stood up a global, cross-functional creative and production operation of 75 people, in 4 WundermanThompson offices, on 3 continents, in 8 weeks.
The impact of our partnership fundamentally changed Snap's B2B business, allowing them to deliver a variety of campaigns and literally thousands of global creative assets in multiple languages. Much of the work would have been tabled or produced ad hoc regionally, at the expense of each market. Our model resulted in consistently on-brand creative, delivering 50% beyond business objectives, enabling targetted leads at scale saving hundreds of hours and millions in redundant costs.
SNAPCHAT
Agency: WundermanThompson California
Creative Direction: Tim Hogan
Art Direction: Gregg Harper, Julia Kaopua
Design/Production: WT Los Angeles/Colombia teams
Illustration: OVNI, Colombia
Transforming Retail with AR
Considered to be a peer to peer messaging app, Snapchat was unable to convince brands and media companies of the unique sales and marketing potential of their platform—specifically their category-leading augmented reality tech.
Back to School is the time in which Snapchat sees most activity and engagement in the platform every year. It is also the time when our GenZ target gears up for the upcoming school year at retail. So we decided to partner with Nike—a brand that defines retail innovation—to demonstrate Snapchat's AI capabilities, creating a memorable shopping experience that drives conversion. Teaming up with the digital creators at pl.ai, we installed a custom-wrapped life-sized AR Mirror, complete with three custom lenses, at the Nike by Williamsburg store. Visitors could virtually try on items of the collection, play games for free swag, even try a virtual cheerleading routine. We worked closely with Nike creative so the entire experience complemented their Swoosh High fall campaign.
Engagement with the mirror was the highest Snap has seen, leading to a 30% increase in sales during the 6-week activation, along with additional Nike doors requesting to feature their own AR Mirror at retail. We captured video which we promoted in owned Snap and Nike social and digital channels—the post on Nike’s Instagram handle became it’s most popular the day of launch.
Agency: WundermanThompson California
Creative Direction: Tim Hogan
Art Direction: Julia Kaopua
Design/Production: WT Los Angeles