The new Lens allows users to become Fremen, a fictional group of people in the Dune universe, and ride a sandworm from the movie to create an authentic virtual experience.

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It is now live in the US and Canada and will be released in other international markets including England, Europe, Australia, Brazil, and Mexico later this month.

Alongside the Lens, the pair have created custom Cameo stickers that allow users to decorate their posts with themes and imagery from the new film.

Meanwhile, the movie giant will also run video ads for the film on the platform, directing users to its official site where they can purchase tickets. As a result, the partnership allows the company to tap into Snapchat’s large user base, which has now reached 414 million daily active users. 

Snapchat UK Business Solutions Director, Fintan Gillespie recently told Mobile Marketing Magazine: “AR gives consumers an immersive experience, and it offers a richer form of consumer engagement for advertisers. Video is a great way of reaching consumers but having your target audience play with a branded Lens is next level.

“We’re known as leaders in AR and we help a huge number of our customers reach their target audience through creative and engaging experiences that get people actively interacting with ads to drive business results, which has been game-changing for our brand partners.”

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Snapchat has launched a new 360 marketing campaign ‘Less Social Media. More Snapchat’, which aims to set itself apart from others in the sector.

The 360 marketing campaign includes a TV ad, out-of-home, print, and digital ads that take a look at the stark differences between Snapchat and other social media platforms.

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In the US, the platform launched the ad during the 66th Annual Grammy Awards, with OOH placements launching in key cities, including New York, Los Angeles, Atlanta, Denver, Dallas, Philadelphia, Nashville, St. Louis, and Chicago.

A full-page ad in The New York Times’ Sunday Times is also being launched with amplification across platforms such as Reddit, Meta, YouTube and digital banner ads.

Meanwhile, in the UK, the brand is wrapping iconic taxi cabs with bright and bold “Less Social Media. More Snapchat.” creative, as well as running digital ads.

Snapchat Chief Creative Officer, Colleen DeCourcy said: “Snapchat was built differently from the very beginning as a place where people can be their real selves with their real friends.

“With this campaign, we want to show the world exactly what Snapchat is not, and what it really is. We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them most.”

Recently, Snapchat UK Business Solutions Director, Fintan Gillespie told Mobile Marketing Magazine:  “Snapchat was designed to be different from traditional social media—to help people express themselves with friends visually without the pressure to grow a following or compete for likes. That’s why Snapchat opens up to the camera, rather than a newsfeed.”

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“Snapchat was designed to be different from traditional social media—to help people express themselves with friends visually without the pressure to grow a following or compete for likes,” Snapchat UK Business Solutions Director, Fintan Gillespie tells Mobile Marketing Magazine.

“That’s why Snapchat opens up to the camera, rather than a newsfeed,” he reveals.

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Snapchat, which launched in 2011, currently reaches 90% of 13-24 years olds in over 20 countries allowing advertisers to speak directly to its audience and target their ads based on key viewer demographics including age, gender, location, interests and behaviour.

“We’ve evolved massively over the years, which goes for our marketing tools too” Gillespie states.

“We have a range of tools and features that help marketers effectively reach our audience in terms of engagement and driving customer KPIs.”

Most recently the social media giant launched Creator Collab Campaigns, its suite of products that help make it easier for advertisers to partner with the influential creator community on the platform.

He says: “Snapchatters come to us to connect with their friends and family but they stay for the creators and content they follow, which has been key to advancing our advertising capabilities.”

On AR being a “game changer”

At the forefront of augmented reality (AR) innovation, Snapchat has revolutionised advertising by enabling interactive AR experiences.

Brands including Deliveroo, Rimmel, Asos and JD Sports have all leveraged AR to actively engage users hoping to build a deeper connection with their audience.

The platform’s AR try-on features, powered by AI, provide users with immersive experiences, such as trying on virtual clothing, significantly impacting conversion rates and reducing return rates, Gillespie claims.

“AR gives consumers an immersive experience, and it offers a richer form of consumer engagement for advertisers. Video is a great way of reaching consumers but having your target audience play with a branded Lens is next level.

He adds: “We’re known as leaders in AR and we help a huge number of our customers reach their target audience through creative and engaging experiences that get people actively interacting with ads to drive business results, which has been game-changing for our brand partners.

“We are set to see a huge leap in adoption thanks to the rapidly evolving marriage of AR with AI, transforming the process to make AR an even more cost-effective, timely, and useful tool that will take retail, in its entirety, into a new dimension — to the extent that we soon won’t be able to remember shopping without AR assistance.”

To ensure a safe and secure environment

Safety and privacy are key at Snapchat. Recently, it rolled out new updates to its parental control and supervision tools.

The tool, which will now make it easier for parents to monitor their kids’ exposure levels on the platform.

In 2022, the platform launched Family Center, its set of parental tools that allows parents to see who their teens are talking to on the app, confidentially report any concerns, and set content controls – all of which can help prompt important conversations about safety.

Gillespie notes: “We’ve designed Snapchat with safety in mind, which is core in preventing the spread of harmful content, making a safe and secure environment for advertisers too. We don’t offer an open news feed where unvetted publishers or individuals have an opportunity to broadcast hate, misinformation, or violent content.

“We also use a combination of automated tools and human review to moderate our public content surfaces like Spotlight, Public Stories, and Maps, including machine learning tools and dedicated teams of real people, who review potentially inappropriate content in public posts.”

On the relevance of ephemeral content

Snapchat’s unique feature of disappearing content aligns with real-world conversations, he says.

“Conversations in real life aren’t recorded, and we think digital conversations should mirror our real-world actions. Disappearing content makes online interaction feel more human and more grounded in the present moment, easing the pressure or anxiety about posting things permanently.

“Whilst advertisers can’t advertise in our chat function, what this environment provides is a safe place, where Snapchatters can be their most authentic selves, without the pressure to be perfect, which has been proven to make them more receptive to ads, which is a huge benefit to marketers.”

On the future mobile marketing trends

“2023 will be remembered as the year AI went mainstream. AI has long powered Snapchat – helping deliver a personalised experience, and now AI is helping us to create even more sophisticated and advanced AR experiences,” he says.

This year, the UK Business Solutions Director expects even more AR experiences that can be delivered to people much faster, thanks to AI accelerating AR training and content development.

He also believes AI will see the creator industry evolve further.

This comes as over 200 million people now consider themselves creators, and this year, marketers are expected to spend more than $32 billion on influencer marketing.

He adds: “We expect to see more creators start to experiment with AI tools to help get creative, produce content, and crunch data.

“While there have been stories of AI influencers, we believe success will lie with the creators who maintain a human connection – using AI as a helpful tool, not a stand-in.”

Beyond AI, Gillespie notes the current macroeconomic variables will keep up the pressure on marketers to demonstrate ROI, and expects a shift towards multi-touch attribution solutions that track and determine the value of different customer touch-points.

He concludes that this will be particularly important for ecommerce as “marketers seek to get better insights on which platforms are driving sales and conversions”.

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Snapchat has rolled out new updates to its parental control and supervision tools.

As a result, the tool will now make it easier for parents to monitor their kids’ exposure levels on the social media platform.

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This includes having the option to view their teens’ Story settings, and contact settings and f their teen is sharing their location with friends on the Snap Map.

Parents will also now be able to restrict the ability of My AI, the app’s AI-powered chatbot, to respond to messages from their child.

This feature builds on the safeguards already built into the feature, which include protections against inappropriate or harmful responses, temporary usage restrictions if users repeatedly misuse the service, and age awareness.

Snapchat Head of Policy UK & Ireland, Sanjit Gill told Mobile Marketing Magazine: “We want to support parents in helping to ensure their teens have a safe and positive experience on Snapchat.

“Our expanded Family Centre features will give parents more visibility over their teens’ Snapchat experience. Parents can now view their teens’ safety and privacy settings and restrict the ability for My AI to respond to chats from their teens.”

She added: “As we continue to work with parents and online safety experts to strengthen our tools and online resources, we hope these features will also act as a conversation starter for parents to have regular, open and honest conversations with their teens about how to stay safe online.”

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Snapchat and e.l.f Cosmetics has launched the first-ever Bitmoji Beauty Drop to showcase the beauty brand products for a limited time.

Bitmoji Drops are exclusive digital fashion or beauty items that users of the social media app can access for their Bitmoji.

As a result, Snapchatters can try on 11 shades of O FACE Satin Lipstick alongside their Bitmoji look-alikes with the help of a Bitmoji Lens, which also leads them directly to the Drop with one single tap.

e.l.f Cosmetics’ O FACE Satin Lipstick Bitmoji adverts will appear in between Bitmoji Stories, which has 60 million subscribers.

Additionally, e.l.f. Cosmetics will be prominently featured on Snapchat through First Lens and First Story.

“Beauty is an expression of individuality, and we’ve loved partnering with e.l.f. Cosmetics to bring this exclusive Beauty Drop for Snapchatters to personalise their Bitmoji to reflect their unique style,” Snapchat Global Head of Fashion and Beauty Rajni Jacques said.

“We know that 74% of Snapchatters style their Bitmoji in the same brands they wear in real life, and we’re excited to continue creating new ways for our community to express themselves through Bitmoji with the brands and products they love.”

e.l.f Beauty VP of Integrated Marketing Communications Patrick O’Keefe added: “We love force multiplying with Snap and together we have achieved many ‘eyes.lips.firsts.’ This Bitmoji drop is another first, and we know the Snap community is going to love expressing their (s)e.l.f. – which is at the core of who we are.

“As a brand that values self-expression, we recognise Bitmojis as a personal extension of style and personalities, and we’re thrilled to be the inaugural beauty brand offering one of our coveted holy grails in their virtual closet.”

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Aampe

Aampe’s tech turns an apps marketing messaging into a personalized experience through agentic AI that tracks and adapts to each users individual responses, clicks, and subsequent actions in response to each message they receive. Marketers can then collect the insights gained about users within a simple dashboard to understand individual user preferences, behaviors, and motivations. It automates content creation, experimental design, and conversion tracking, to boost user engagement and conversion rates, while reducing the time and effort required to manage traditional rules-based systems.

“AI dramatically alters how we build software, making the older rules engine generation of software increasingly obsolete,” said Aampe Co-founder and CEO, Paul Meinshausen. “Marketers have been forced to define rigid paths for their users that ignore their individuality and diversity. Generic segmentation leads to frustration, reduced engagement, and slower growth. Aampe has created a way for CRM AI agents to iteratively learn user preferences and then adapt and respond to those preferences optimally, unlocking the benefits that better customer experience provides.”

With its latest funding, Aampe has now raised a total of $9.3m since its founding in 2020. It currently serves over 50m users each month. Customers include IntelyCare, PayU, Swiggy, and Zalora.

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Snapchatters and Bitmoji users will be able to choose from nine curated outfits, featuring references to SpongeBob SquarePants, Rugrats, Garfield, and Teenage Mutant Ninja Turtles, which can all be customised further.

Users will see their chosen Nickelodeon designs across Snapchat and Bitmoji, including in chat and games, on Snap Map, in lenses, and in personalised content like Bitmoji Stories.

“This partnership combines two brands that embody positivity, humour and fun at the heart of everything they do, and we’re excited to launch a collection that caters to our Gen Z and millennial audiences who grew up with these nostalgic characters – and that are still very much loved to this day,” said John Imah, Head of Games & Entertainment Partnerships at Snap Inc.

The collaboration with Nickelodeon builds on similar partnerships Snapchat has entered into in the past half-year or so, including with Ralph Lauren and Levi’s.

In August, Snap launched its ‘Mix and Match’ Bitmoji feature alongside Ralph Lauren. And it followed this up in December by bringing denim to Bitmoji via Levi’s. In both instances, physical versions of the looks available in-app were made available through the brands’ websites and select retail stores.

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The body-tracking AR lens, created in partnership with OmniGov at Manning Gottlieb OMD, enables Snapchatters to locate and educate themselves on key organs within the body, while encouraging them to discuss organ donation with their loved ones.

The AR lens, the first of its kind, is aimed particularly at audiences aged 16 to 20 and features infographics to engage these users.

“Working with Snapchat to utilise this new body scanning technology, is a really exciting opportunity for us. We are constantly looking for new ways to raise awareness and get people talking about organ donation,” said Holly Mason, Deputy Head of Organ Donation Marketing at NHS Blood and Transplant.

“By educating younger generations on the importance of organ donation, we know they can lead the way for the future. Our research tells us that young people have the ability to become real changemakers, challenging and inspiring change within their wider family. We hope that the lens encourages and motivates people to have a discussion with their loved ones about organ donation and together we can save more lives.”

Snapchatters can access the experience via either the associated Snapcode or by clicking on the campaign icon in the lens carousel. Once activated, the user will be told to flip the camera and point the phone at a loved one to access the body scanning technology and begin the experience. Snapchat will then identify organs that can be donated – including heart, lungs, eyes, kidneys, liver, pancreas, and small intestine – and the user can select specific organs to learn more or swipe-up to be taken to the organ donation website.

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Snapchat will begin rolling out the ‘Friend Check Up’ feature, which will notify users that they may wish to clean up their friends list and remove any unwanted people from it. The feature will start rolling out on Android devices over the next few weeks and arrive on iOS devices in the next few months.

In addition, as part of Safer Internet Day, the app has partnered with Connect Safely in the US and ChildNet in the UK on filters that will swipe up to additional safety resources and co-authored a guide to help users understand how to report issues.

Snapchat is also further integrating resources from Crisis Text Line and making it easier for Snapchatters to get in touch with a counsellor. And it has expanded that work to the UK by partnering with Shout 85258, the UK’s only free, confidential 24/7 messaging support service.

Finally, there are Snapchat’s partnerships with The Trevor Project, to better support LGBTQ youth mental health by amplifying resources and integrating access to the organisation’s safe space social networking site, TrevorSpace; and Mind Up|The Goldie Hawn Foundation, which will see a free online parent course be made available to both the Snap and MindUp communities.

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The ‘First Commercial’ solution guarantees UK advertisers the influential first six-second unskippable ad spot on Snapchat’s suite of shows. O2 and eBay were among the first brands to utilise the ad format as part of their respective Christmas and Black Friday campaigns.

“At Snapchat we are continually building out our suite of video tools to support our advertisers who want to meaningfully engage with Gen Z,” said Toccara Baker, International Product marketing at Snapchat. “We know from our Beta testing that the attention-grabbing power of First Commercial combined with Snapchat’s unduplicated reach in a brand safe, premium environment has a huge impact on brand awareness.”

Alongside First Commercial, Snapchat has introduced the next generation of its traditional takeover with the arrival of ‘Platform Burst’. This development enables brands to activate multiple Snapchat ad formats into a condensed time period. The app has tested solution with brands across tech, telecommunications, CPG, and entertainment.

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