Snap launched its first brand-facing marketing campaign under the name of ‘Meet the Snapchat Generation’, targeting marketers and advertisers across the region. Celebrating the unique and special Snapchat community, the campaign spotlights the region’s Snapchatters with data around how their habits are driving new ways to use technology and changing the culture for the better.
Kenny Mitchell, CMO at Snap Inc. said: “The Snapchat Generation is the most informed, tolerant, active, and diverse group in history. Our first marketer-focused campaign showcases what is so special about our community, from their strongly held values to their unique behaviours.”
The campaign is built around five key themes that have been developed with supporting stats for each by studying Snapchat users: taking social responsibility, building community, celebrating individuality, nurturing friendships, and communicating in new ways. It aims to highlight the impact of the Snapchat community for businesses, as well as to shed light on their values and behaviours.
Hussein Freijeh, General Manager of Snap Inc. in the Middle East, said: “The young generation comprises a large majority of the population in the Middle East, making it one of the most unique regions for any business. We are committed to providing them with a platform that constantly enables new paths for their creativity and helps them stay connected. The response for our efforts has been amazing. Our new campaign gives us the opportunity to introduce Snapchatters to the region, while showcasing how Snap can take businesses to the next level.”
The campaign announcement also follows a recent report done by Snap in collaboration with the National Research Group that captures the evolving role of mobile video in next-generation consumers’ lives, specifically in Saudi Arabia, the region’s biggest consumer market. The study showed that 87% of consumers are watching more video on their smartphone than they did a year ago. 90% of consumers said full length TV or video series are too much of a time commitment and are spending 4 hours and 5 minutes on mobile devices for entertainment, compared to just 1h 58 minutes for TV. A staggering 94% of Gen Z and Millennial consumers said mobile video has helped them cope with new anxieties and stay in touch with loved ones while physically apart.