Snap's CMO Kenny Mitchell says the new B2B campaign is targeting advertisers and highlights the ‘Snapchat Generation’
In some ways, the campaign feels reminiscent of the way YouTube pitches itself every year at its annual BrandCast, where popular YouTubers talk about the diversity of the platform’s audience both for content creation and consumption. Snap’s campaign also features endorsements from a variety of brand-marketers including execs from Frito-Lay and the NFL.
“The founding insight around Snap was just this notion around communicating visually and quickly with your close friends and family and sharing a moment doing it in a way that you feel free to express yourselves because we’re delete-by-default,” Mitchell said.second-quarter earnings, Like many CMOs, Mitchell has also spent the past several months working remotely. In order to encourage communication while apart. He said the company has created more forums to “keep us together” and build transparency across the business. Mitchell, for example, said he holds weekly Q&A sessions with his team.
“And in particular, we've been designed in a brand-safe, hand-curated way since the beginning,” she said. “There is no town hall or ability for an unvetted user to post to our whole community. And as advertisers evaluate platforms, which align with their values, these deliberate decisions made years ago are of paramount importance.”
“We’re seeing success with brand that are using the variety of ad products that help tell their story. They’re combining the notion of snap ads and video ads with creative tools such as AR and other digital creative tools like stickers and filters to make a nice surround sound.”
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