Snapchat

Snapchat is a popular camera-based social media and communication app that empowers people to express themselves, live in the moment, learn about the world, and have fun together.

From March 2021 to September 2022, I managed and honed Snapchat’s voice in copy for Snap’s global advertising business, leading creative copywriting for a number of high-impact projects including their latest global B2B campaign and their first-ever live IAB NewFronts presentation. I also wrote for tentpole business moments including Back to School, Halloween, and the Q4/Q5 Shopping Season, and supported the content team by writing thought-leadership articles and blog posts for Snap’s B2B landing page.

Below are a just few examples of the range of projects I led as a copywriter at Snap.


Open Your Snapchat

Snapchat’s latest brand campaign — Open Your Snapchat — launched globally in summer 2021, inviting people around the world to open their Snapchat to unlock fun and immersive AR experiences that only Snapchat can provide. The B2B leg of the campaign followed shortly after, calling for a slightly different result: to showcase the power Snapchat’s Camera has to not only create meaningful and memorable moments for Snapchatters, but drive real, impactful business results for brands of all sizes and types.

The challenge? Most of our target audience (marketers and C-suite individuals) don’t use Snapchat, so they don’t know what advertising on Snapchat looks like. We showed them by bringing what’s happening on platform, off platform and in front of their eyes. We partnered with a roster of globally recognized and locally known-and-loved brands — specifically those who’ve found success using augmented reality on Snapchat — to tell a compelling story of how AR has the power to drive results up and down the funnel.

As lead copywriter on this campaign, I owned copy for all deliverables in English-speaking countries, and provided critical oversight for non-English speaking countries to ensure style and tone weren’t lost in translation. The deliverables list included original copy for over 30 brand partners, a landing page, partner success story pages, and Linkedin/Twitter social. The landing page is a great resource to learn more about the campaign and to see more of the great work done by our XFN team of in-house creatives and global marketers.

Open Your Snapchat’s B2B leg ran from fall 2021 through spring 2022 in the US, the UK, Canada, the UAE, KSA, France, Germany, Sweden, Norway, Australia, and the Netherlands, and featured partners like Verizon, Bumble, Pampers, adidas, Pringles, H&M Beauty, Oatly, Vans, Tommy Jeans, Samsung, Volkswagen, and many more. The campaign showed up out of home on billboards, on bus shelters, in subway stations, organically on social (LinkedIn and Twitter), in paid media (homepage takeovers, Youtube pre-roll animations, etc.), and in print, and was activated on the ground during Advertising Week New York in 2021.


Snapchat @ IAB NewFronts 2022

In May 2022, Snapchat participated in the annual IAB NewFronts. NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest digital content from the biggest names in media and entertainment.

While this wasn’t Snapchat’s first NewFronts appearance, it was our first-ever in-person presentation at NewFronts. We presented to a packed audience of marketers and media buyers in Rose Theater at Jazz at Lincoln Center in New York (and also streamed live to a virtual audience). Our goal was to differentiate Snapchat’s offering from our competitors and offer critical insights into how our community uses all aspects of the platform to live, communicate, and connect every day. We wanted brands to leave feeling inspired by Snapchat’s ability to tell their stories in unique and immersive ways, excited to connect with a large and highly engaged audience, and ready to drive real and impactful business results.

As the lead copywriter on this project, I was tasked with developing a single creative territory to help tell the story of Snapchat’s products, shows, and community. “There’s more to the story.” ultimately became the wrapper for Snapchat’s entire presence at NewFronts (both on the ground and digitally). I also owned copy for all deliverables, which included the following: copy featured in the keynote presentation visuals, the story arc of the keynote script, scripts and creative direction for partner case studies featured in the live presentation, OOH digital and physical activations, post and image copy for social, post-event email comms, scripts and creative direction for sizzle reels (like the one shown one above), and post-event sales collateral including a business narrative and one-sheeter.


Snapchat | Nike by Williamsburg

Nike tapped Snapchat to help enhance the retail experience at Nike by Williamsburg in New York. With the help of Snapchat’s AR Mirror, Nike invited shoppers in their Williamsburg store location to experience their ‘Swoosh High’ campaign in a more immersive way, using AR Lenses to try on products, unlock access to exclusive discounts, and transform how they shop for back to school.

For this exciting collab with Nike, I wrote email comms, landing page copy, paid media copy, and organic social copy. The LinkedIn post highlighting the partnership is the most-viewed and interacted with post on the Snapchat For Business LinkedIn profile to date.


Long-Form Writing

I helped Snapchat’s content team write and edit thought-leadership articles and blog posts featured on Snapchat’s B2B website.

  1. AdAge Thought Leadership Article: 3 Tips to Boost Your Holiday Sales with Millennials and Gen Z
  2. ForBusiness Blog Post: How to Create a Lookalike Audience on Snapchat
  3. ForBusiness Blog Post: Trick or Treat — It’s Snapchat
  4. ForBusiness Blog Post: 5 Actionable Insights for Marketing to Millennials and Gen Z