snapchat: engaging your audience | a harris media case study
TRANSCRIPT
EST. 2008
A CASE STUDYSNAPCHAT: ENGAGING YOUR AUDIENCE
HARRIS.MEDIA
SNAPCHAT AT A GL ANCE
IN THE NEWS
VIDEO AD UNITS
INFLUENCING DECISION MAKERS
DEFINING OPPONENTS
ENGAGING THE COMMUNIT Y
AUGMENTING EXPERIENCES
PROVIDING UNIQUE PERSPECTIVES
GLOSSARY
SNAPCHAT AT A GLANCE
video views per day10 BILLION
photos are shared every second
9,000
More daily users (150 million) than
Twitter (140 million)
150 MILThe average user
spends 30 minutes per day on Snapchat
30 MINS
37% of self-identified Republicans use Snapchat
“But [Secure America Now’s] latest political ad, which launched today, is just plain bizarre. It’s also completely genius... in an evil kind of way.” -WIRED
“This is the first time ever in Snapchat history that anyone in politics has purchased a filter specifically calling out certain legislators.” –WASHINGTON POST
IN THE NEWS“Many younger ‘off-the-grid’ voters aren’t consuming traditional news outlets and are increasingly using platforms like Snapchat as their source of information…”
VINCENT HARRIS IN TIME
“The ad appears to be the first time a Snapchat filter has been used to target a specific member of Congress on an issue and points to new avenues for political groups to get their message out.” –THE HILL
“Republicans for so long have lagged behind Democrats on new technologies and new social platforms. I think it’s noteworthy that Democrats are the ones calling a new technology dumb.”
CHASEN CAMPBELL IN POLITICO
“To actually engage with people rather than shoving content down people’s throats, like your parents do, that’s what younger people are expecting now,” Harris said. “They want to generate creativity, to take part in the debate.” –VINCENT HARRIS IN L A TIMES
For Senator Rand Paul’s “How Would You Kill The Tax Code?” campaign, Harris Media ran the first ever audience buy for a political campaign on featured Snapchat stories in Iowa, New Hampshire, South Carolina, and Nevada. The ads were a series of 10-second clips of Senator Paul destroying the federal tax code with a chainsaw, a wood chipper, and fire.
VIDEO AD UNITS
For Secure America Now’s effort to frame the narrative around the Iran nuclear deal, Harris Media launched the first ever political Snapchat filter in Ohio the day of the first presidential debate.
Around the Syrian refugee vote, the national security group also created an interactive campaign targeting Hill staffers with a filter encouraging the Senate to pass House-approved legislation. Secure America Now was also the first in Snapchat history to purchase a filter specifically calling out certain legislators.
INFLUENCINGDECISION MAKERS
2. 5 MILLION VIE
WS
| 176K U S ES |
For Senator Rob Portman’s campaign, Harris Media ran the first ever Snapchat geofilter for a U.S. Senate candidate. The campaign frequently used geofilters to troll opponent Ted Strickland at his own events by drawing attention to his failed record as Governor of Ohio.
DEFININGOPPONENTS
Harris Media showcased Congressman Will Hurd’s involvement in Texas’ 23rd Congressional District with weekly geo-fenced Snapchat filters around non-political events like high school football games, concerts, and a parade to celebrate a local Little League baseball team. One filter at a football game generated over 62,000 views!
“Snapchat is how people are engaging now. If you want to engage your constituents, you need to
be where they are.” –WILL HURDIB TIMES
ENGAGING THE COMMUNITY
Harris Media created a Snapchat scavenger hunt at the American Taekwondo Association’s annual World Championship by geo-fencing filters throughout the convention center. Attendees received prizes for successfully using every filter. We publicized the contest through a combination of social media and word of mouth.
AUGMENTING EXPERIENCES
During the American Taekwondo Association’s Spring Nationals in Las Vegas, Harris Media utilized Snapchat Spectacles to bring their audience a first-person perspective.
Events included a 1-on-1 training with an instructor and a practice session for an extreme martial arts (XMA) weapons competition.
PROVIDING UNIQUE PERSPECTIVES
HARRIS.MEDIA