Case-study board summarizing the Snap Spectacles launch campaign…
Case-study board summarizing the Snap Spectacles launch campaign, pairing objective and execution copy with earned-media and engagement results.
Spectacles launch results: 75 billion media impressions, ~$54.8M advertising value equivalency, 27,000 news stories, 81 Snapbot drops, 8M Snaps made with Spectacles, 1.2B+ Snapchat story views, 4M geofilter/lens views, 7M unique web visits, 3.5M Twitter impressions; quote from Nick Hasse on Medium.com.
Transcribed from the asset above and checked against the record. Figures are reproduced as printed, including where the original is itself a claim rather than an audited number.
Spectacles — Sunglasses that Snap! Make memories from your perspective.
Launch Campaign
OBJECTIVE: Introduce camera-glasses to the world that, while technically sophisticated, are embraced as a toy. Offer consumers the opportunity to make an immediate connection between the product and the unique type of circular content this camera could create -- your perspective, as you saw it.
EXECUTION: To deliver on this objective, the team considered every aspect of design, packaging, marketing and distribution to create a brand that was approachable, unexpected and fun.
75 Billion MEDIA IMPRESSIONS — GENERATING APPROX. — $54.8 M ADVERTISING VALUE EQUIVALENCY — FROM ACROSS — 27,000 NEWS STORIES
81 Snapbot Drops
8M Snaps Made with Spectacles
1.2B+ Story Views Accumulated on Snapchat
4M Geofilter & Lens Views
7M Unique Web Visists
3.5M Twitter Impressions
Out of Home Activations
Snapbot Landings
Spectacles.com
"The Unfinished Story of How Snap(chat) Spectacles' is Executing the Best Marketing Campaign in History." - Nick Hasse, Medium.com
- Source
- Spectacles →
- File
- /creative-assets/spectacles/LaunchCampaign_Board.jpg
- Description
- Snap Spectacles launch campaign board with yellow stat circles, Snapbot photos and a model wearing coral Spectacles