Narrative Showcase
Snapchat
REAL FRIENDS
Overview
In 2018, despite having launched nearly eight years before and hosting 200 million users, Snap Inc. had never released a global consumer campaign. The company’s core message had gotten away from its own control, and needed to develop a global story. SpecialGuest helped Snap Inc. take control of their brand narrative for Snapchat, introducing Snapchat to a new audience and setting it apart from its fiercest competitors.
Approach
We teamed with Snap Inc.’s in-house creative team during the ideation process and presented to Snap leadership, including co-founder Evan Spiegel, in nearly 20 brand workshops. To build our narrative, we sourced thousands of real stories from Snapchat users. We found people from around the world (while navigating compliance), assembled ethnographies, did open calls in far-flung, hard-to-reach markets, and developed a brand story that truly reflects what Snapchat users love most about the app.
