How I created the scariest Snapchat account ever seen.

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Company: Wildbunch with Silenzio Interactive
Challenge: engage teenager audience for the movie: SINISTER II
Working period: 3 weeks


Snapchat is the latest platform taking the social media world by storm. As I am writing these lines, Snapchat boasts over 100 million daily active users and 7 billion video views, daily. We quickly figure out that the app may be the answer to the challenge with currently reaching millennials on social media.

 

1. FIND AN IDEA

The challenge was to make teenagers want to see the movie. So, here you’ve got to ask yourself: ‘Why are teenagers huge fans of scary movies? Why do they want to see this kind of movies so bad? In one word: Jumpscare 😱
We had our concept: frighten them through jumpscare stories via Snapchat. We had a mysterious claim: "Join the scariest Snapchat account ever created...". Therefore, the challenge was to create a package of scary shortcuts and photos with some movie extracts. It meant working with a video editor to select several jumpscare content from the movie and rebuilt them into short clips for Snapchat. The key to success was to act like the devil himself by answering every chat and every snap with scary stories.

 

2. Use Facebook ads to promote

Snapchat doesn’t have a public friends feed. There’s no mechanics that tells people that their friends are engaging with your content. Hence, a great way to build your audience is to use your pre-existing followers from other networks.

With this in mind, we published both the Snapcode and Snap username on the different social pages and accounts of Sinister. My intention was to A/B test our ads and figure out what was more effective between between the Snapcode (on desktop newsfeed) and the username (on desktop and mobile newsfeed).

Spoiler alert: Snapcode won . And the madness began.

Targeted teenagers became friends with Sinister on Snapchat. tagged their friends in the comments, and shared the posts!

 

3. MESURE ENGAGEMENT

First thing you want to figure out is VPS, Views Per Snap. In my opinion, this is the “one metric that matters” when it comes to Snapchat. The best way to do this is to calculate the average views for your Snapchat videos each day and record that number in a spreadsheet. You can then start to track the progress of your views daily.
— Everette Taylor

Another useful KPI is to figure out how often people screenshot your snaps. This shows that people found whatever you posted highly entertaining or valuable.

In our case, the reactions to our Facebook Ads was incredible. We counted more than 30k users who snapped the code over those 2 weeks. We created huge engagement directly on the posts and tweets.

An 24hours story was viewed 15k times in average and we received a ton of new chat every hours.

So, the results?

  • Huge word of mouth around the movie.
  • Amazing engagement from our teen audience.

That's what I call a successful campaign 😀

I hope you enjoyed this case. Feel free to contact me to talk if you need any help with your Snapchat campaign!