There is no better way to successfully engage your audience than communicating where your audience is, and data proves teens and tweens the most active Snapchat users.
While 41% of teens are now on Snapchat, only 23% of them are still using Facebook. The fact remains, teens desire parent-free social media destinations.
In addtion to being the favorite social network for teens and tweens, Snapchat also has two major advantages for your brand marketing:
Mondelez International, the snack company, was one of the first to notice the amazing opportunities of marketing on Snapchat and didn’t hesitate to jump on the platform to promote its Sour Patch Kids candy brand. It is a great example of a brand that is nailing it at communicating with teens, whether it is about raising awareness or engaging its customers.
"Snapchat is a quick, easy and fun way to communicate that provides a different kind of creative expression than other platforms," explained Mondelez's Farrah Bezner, marketing director for the consumer-goods company's candy division.
Understanding clearly the tremendous power of influencer marketing, Mondelez partnered in one of its first campaigns, called "Real-life Sour Patch Kid”, with Vine star Paul Logan to massively increase its followers.
Together, they created a five-day series of Snapchat stories recording pranks around New York City via Snapchat. The campaign was playing on the brand’s tagline, “First they’re sour, then they’re sweet”, as the pranks went from “sweet” at the beginning to more “sour” as the days passed.