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Snapchat now reaches almost half of all U.S. Millennials (18- to 34-year-olds) on any given day, making the disappearing content app both a cultural phenomenon and an excellent way for marketers and brands to increase visibility among young audiences who spend more time on social media platforms than they do on almost any other daily activity (Snapchat). In this instructive Snapchat case study, we explore how Snapchat collaborated with digital stars like Cyrene Quiamco (CyreneQ) to showcase the brand’s new product and reach thousands of highly engaged social media users.
In August 2016, Samsung unveiled its latest smartphone, the Note 7, at an event in New York City. In addition to inviting consumers to watch the event via a 360-degree livestream on the brand’s website and YouTube channel, Samsung asked some of the world’s biggest Snapchat stars—including “Snapchat artists” CyreneQ—to attend the “unpacking” and give their massive audiences an exclusive, first-hand look at Samsung’s exciting product.
To engage CyreneQ’s massive social following and generate social buzz for the launch of its new product, Samsung invited CyreneQ to an exclusive event in New York City. Because the Snapchatter is from Arkansas, Samsung’s sponsored Snapchat Story was able to build excitement for the unveiling by asking Cyrene to document her journey to N.Y.C. (accompanied by her cartoon “friends” that audiences have come to expect from the social media star, of course).
Once CyreneQ arrived at the Samsung event, she leveraged Snapchat’s 10-second video format to give followers an exclusive look at the product launch environment, catch parts of the presentation by Samsung’s president of mobile communications, and demonstrate the new phone’s most notable features—including a water resistant housing, an iris scanner, and a fine stylus—to her millions of Snapchat followers in a unique, personalized way.
Through this influencer activation, Samsung was able to generate buzz, awareness, and engagement around the official launch of their new product by showcasing its features and capabilities. Samsung was able to target a large, engaged social media audience by leveraging the reach of social media influencers.
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See how CyreneQ demonstrated the Note 7’s new features and engaged with her large social media audience for Samsung’s influencer activation:
By working with Snapchat’s biggest stars to develop a creative Snapchat Story around a product release, Samsung was able to target a large, young audience (especially mobile-savvy consumers that would be more likely to purchase Samsung’s new phone) and generate social hype around the Note 7.
It’s important to note, too, that Samsung required the social media influencers to tag their content with the hashtags “#Collab” and “#Sponsored,” a response to the Federal Trade Commission’s (FTC) increased scrutiny of influencer activations, especially those on Snapchat, Instagram, and other popular social media platforms.