Across key commuter hubs and hotspots in Sydney and Melbourne.
Snap Inc. has launched a global brand campaign, Less Social Media. More Snapchat, in Australia, following rollout in other international markets such as the US and UK.
“From the very beginning, Snapchat was designed to be different. Snapchat is not social media and it never was. In fact, it was built as an antidote to social media, to offer a place where people could be their real selves with their real friends. That’s why our growing community of 8 million Australians love Snapchat," Snap Inc. Australia and New Zealand MD Tony Keusgen said.
Snapchat was built during the dawn of social media when people were starting to feel pressured to post the perfect stuff. Social media was becoming a popularity contest with users chasing likes, comments and followers, so Snapchat was designed to offer people an alternative focusing on ephemerality, privacy and “real friends only”.
The campaign shines 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.
The local marketing campaign will kick-off this week with out-of-home across key commuter hubs and hotspots in Sydney and Melbourne, as well as high impact and unmissable tram wraps on the Sydney Light Rail and the Malvern Depot line, alongside a targeted B2B campaign across paid content, media agency screens and sponsored events.
New research conducted by YouGov, released alongside the launch of the campaign, reveals that Australians feel happy when direct messaging with family and close friends.
The study also found that Australians are more likely to feel happy when using messaging apps compared to social media. More than 3-in-5 (63%) adults and nearly 9-in-10 (86%) teens report feeling happy when using messaging apps for communication, significantly more than say the same about using social media platforms.
According to the research, messaging apps are more likely to support emotional health than social media platforms, with Australians roughly 2-3 times as likely to view messaging apps as better than social media platforms for being their authentic selves, developing or fostering relationships, and avoiding misunderstandings.
