How Snapchat Advertises on Meta

# Ad summary This ad utilizes meme-style humor paired with visual gags to describe the text-based conversations within group chats during March when basketball is on. # Brand positioning There is no brand mentioned or visually present in this ad. The ad focuses solely on humor and relatable scenarios. # Product There is no product being advertised in this ad. The ad focuses solely on humor and relatable scenarios. # Visual style The ad features a static, unpolished aesthetic. Each shot is a wide angle, naturally lit. The editing is straightforward, cutting directly from one static shot to the next without transitions. The overall feel is casual, mimicking user-generated content. # Hooks Text overlay: The group texts in March / when basketball is on Visual: 00:00–00:02: A wide shot shows a desert landscape featuring arid ground, sparse vegetation, and tall red rock mesas in the background under a clear blue sky. The camera is stationary. The lighting is bright and natural. / 00:02–00:03: A medium shot shows a small, dilapidated gas station with a rusted metal roof and a single, barred window. Two old-fashioned gas pumps stand out front. The surrounding ground is muddy and bare, with trees in the background. The camera is stationary. Lighting is overcast and dim. / 00:03–00:05: A wide shot shows a barren field with a lone, leafless tree in the foreground. In the distance, a partially constructed wooden building frame sits on a construction site. The sky is overcast and the lighting is flat. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Point of view - Customer 100% – The ad is told through a meme format in the style of user-generated content. # Storyline - 00:00–00:02 An arid desert landscape appears on screen. - 00:02–00:03 An isolated roadside gas station appears on screen. - 00:03–00:05 A bare tree next to a construction site appears on screen. - 00:05–00:11 A crowd in a stadium, cheering loudly, appears on screen.

# Ad summary This ad plays on the humorous trope of people reacting self-consciously when they unexpectedly see themselves on a sports stadium jumbotron, while also promoting a brand of non-alcoholic beer. # Brand positioning Athletic Brewing is presented as a fun-loving brand that is in touch with internet culture. The ad does not emphasize performance or sophisticated flavor. Instead, the brand is promoted through humor and a relatable social situation, suggesting it is a perfect, casual beverage option for laid-back consumers. # Product The ad features cans of Athletic Brewing non-alcoholic beer as a refreshing beverage for enjoying in a casual social setting. The cans are prominently displayed in the hands of the characters and on a table. No specific product details are provided, but the cans serve as a clear visual cue that Athletic Brewing beers are meant to be enjoyed while watching sports or at similar social gatherings. # Visual style The ad uses a casual and comedic visual style, mimicking organic content. The quality of the video looks very similar to organic user-generated content. The editing pace is very quick, with the edits timed to the beat of the music. This keeps the energy of the ad very high. # Hooks Text overlay: The cameraman the second you notice you’re on the Jumbotron: Visual: 00:00–00:04: A medium shot of a man and woman sitting on a gray couch eating chips and drinking from cans. They are posed to look as though they are watching television or a game. Colorful streamers hang on the wall behind the couch. The text overlay reads: “The cameraman the second you notice you’re on the Jumbotron:". # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad uses a comedic, relatable scenario of people reacting to seeing themselves on a stadium jumbotron, aligning with the customer's perspective. # Storyline - 00:00–00:04 The ad opens with a text overlay that sets the scene and context for the video clip. - 00:04–00:20 00:04–00:20: The video cuts between the people reacting dramatically while the sounds of a crowd cheering plays in the background. The edits emphasize the exaggerated facial expressions and body language of the characters.

# Ad summary The ad features employees trying to convince the CEO to give them a snappy award. # Brand positioning The brand presented in the ad is Snap. The ad positions the brand as fun and award-winning, as an employee tries to win a snappy award from the CEO. # Product The ad is promoting the Snappy Awards. It is implied the awards are given to Snapchat employees. # Visual style The ad has a UGC aesthetic to it. There are quick cuts, which keep the ad interesting. The production quality is that of a commercial. # Hooks Spoken: 00:00–00:01: Trying to convince our CEO to give me a snappy award. Text overlay: 00:00–00:01: trying to convince our ceo to give me a snappy award Visual: 00:00–00:01: A Black woman stands in the center of the frame, wearing a lime green sweater and jeans, as she makes a pouty face for the camera. The background features film equipment. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Winning a snappy award is a form of achievement. # Benefits - Achievement # Features - Snappy award # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the brand's official perspective, showcasing its employees and internal awards. # Storyline - 00:00–00:01 The ad opens with an employee trying to convince the CEO to give her a snappy award. - 00:01–00:02 The CEO is shown trying to figure out why this employee should get a snappy award. - 00:02–00:04 The employee is then seen trying to convince the CEO why she deserves the snappy award. - 00:04–00:05 The CEO smiles and tries to figure out why this employee should get a snappy award. - 00:05–00:07 The employee is again seen trying to convince the CEO why she deserves the snappy award. - 00:07–00:08 The CEO is then seen smiling and agreeing that the employee should get the award.

# Ad summary The ad showcases the stark contrast between a young man's wild Snapchat stories and the reassuring texts he sends to his mom, humorously highlighting the different personas people present in public versus private contexts. The ad is for MUD WTR, implying it is the preferred drink. # Brand positioning MUD\WTR is presented as a trendy, modern coffee alternative. The brand is positioned for individuals who want a healthier, more balanced lifestyle without sacrificing social experiences or personal connections. The ad aligns with values of self-awareness and authenticity, contrasting a public, unfiltered persona with a private, considerate one. By juxtaposing these two realities, MUD\WTR seems to appeal to consumers who value both fun and responsibility, suggesting the brand fits into a dynamic, multifaceted lifestyle. There is only one product shown. # Product MUD\WTR is a coffee alternative. The beverage is shown in a white mug. The product is implied to be a healthy coffee replacement. # Visual style The ad has a very short video duration and a fast-paced editing style. The transitions are hard cuts and are meant to be jarring. The production quality leans towards a UGC feel, and this supports the intended tone and target audience. There are no recurring visual motifs. The pacing is quick, aligning with the fast-cut editing. Audio and visual elements are synced to emphasize the contrast between the two scenes. # Hooks Text overlay: 00:00–00:09 My Snapchat story vs what I text my mom Visual: 00:00–00:05 A group of young people are partying in a pool at night. The camera is shaky, and the lighting is dim. The person in the foreground has dark hair and is wearing red swimming trunks. He is screaming and jumping around with friends. # Funnel stage Top of funnel (Awareness) # Pain points The ad hints that coffee might not align with one's image. # Value propositions - Healthier alternative to coffee to obtain a balanced lifestyle # Benefits - Healthier lifestyle - Balance # Features - Coffee alternative # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a young man who is seemingly using the product (implied). # Storyline - 00:00–00:05 00:00–00:05 The video opens with a high-energy scene of a young man partying in a pool with friends. He appears to be screaming and laughing, creating a sense of wild, unfiltered fun. This is meant to represent the persona that people often project on social media. - 00:05–00:09 00:05–00:09 The scene abruptly cuts to the same young man sitting calmly in a car. He gives a slight, reassuring smile. This aims to highlight the contrast between the public and private personas.

# Ad summary An ad about Snapchat's arrival notification feature. # Brand positioning This ad highlights the convenience and utility of the Snapchat app's 'arrival notification' feature, suggesting that the app is designed to foster connections, ensure safety, and provide peace of mind for users and their contacts. The ad directly speaks to the value of knowing when friends have safely arrived at their destination, positioning Snapchat as a tool for staying connected and responsible. # Product The ad promotes the 'arrival notification' feature on the Snapchat app. This feature allows users to notify their contacts when they have arrived at a destination. The ad emphasizes the reliability and efficiency of this feature, suggesting it is a useful way to stay connected and keep each other informed about their whereabouts, specifically arrival times. # Visual style The ad has a casual, user-generated content (UGC) feel, with a static camera and minimal editing. The production quality is basic, contributing to an authentic and relatable tone, as if a friend is showing a useful feature. # Hooks Text overlay: 00:00–00:03 “let me know when you get home” Visual: 00:00–00:04 A person with medium brown hair and bangs, wearing a black t-shirt, is sitting in the driver's seat of a car. The camera is positioned at eye level, showing the person from the chest up. The person is smiling slightly and looking directly at the camera. The background shows a glimpse of a residential area through the car window. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the concern of safety and communication when traveling, specifically the need to inform someone upon arriving home. # Value propositions - None used # Benefits - None used # Features - *Snapchat arrival notifications* # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a Snapchat user demonstrating a feature and their use of it. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a mid-shot of a person inside a car, smiling at the camera. The text overlay suggests that someone has asked them to notify them when they get home, implying a concern for their safe arrival. - 00:04–00:08 00:04–00:08 The person then holds up their phone, displaying the Snapchat interface with arrival notifications activated. The visual demonstrates that Snapchat offers a way to automatically send arrival notifications to contacts.

# Ad summary This ad promotes the Lenslist Challenge, encouraging users to participate for a chance to win monthly rewards. The ad features a 3D animated globe with various characters and text overlays highlighting the challenge and its potential benefits. # Brand positioning Lenslist is presented as a platform that hosts creative challenges and offers opportunities for users to win monthly rewards. The brand is positioned as a hub for creative expression and engagement, aligning with a fun, interactive, and rewarding experience. It encourages users to participate in challenges, fostering a sense of community and competition. The brand's positioning is functional, focusing on the platform's features and the tangible rewards users can gain. # Product The Lenslist Challenge is a platform-based competition where users can participate in various creative tasks for a chance to win monthly rewards. The challenge is designed for individuals who enjoy creative expression and are motivated by the opportunity to gain recognition and prizes. The ad highlights the platform's interactive nature and the potential for users to showcase their skills and compete with others. The challenge addresses the purchase barrier by offering a free and accessible way for users to engage with the platform and potentially win rewards, making it an attractive option for those seeking creative outlets and opportunities for recognition. # Visual style The ad has a polished, high-end production quality with vibrant 3D animations. The editing style features static shots with smooth transitions, creating a clean and professional look. The visual motif includes a recurring animated globe, symbolizing the global reach and diverse nature of the Lenslist Challenge. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and text overlays are timed to the music beats, enhancing the overall audio-visual sync. # Hooks Spoken: 00:00–00:02: [Upbeat music] Disappointed Text overlay: 00:00–00:06: Answer the call Visual: 00:00–00:03: A 3D animated globe floats against a dark background with colorful confetti and floating shapes. A small figure in a white lab coat stands on top of the globe next to a koala. Pink hearts float around the globe. The camera is stationary, providing a clear view of the animation. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a lack of creative outlets and opportunities for recognition. The visual of the globe transforming suggests a need for diverse and engaging activities. # Value propositions - Participate in creative challenges for a chance to win monthly rewards. # Benefits - Win monthly rewards # Features - Creative challenges - Monthly rewards # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, using scripted lines and product claims to promote the Lenslist Challenge. # Storyline - 00:00–00:03 The ad opens with a 3D animated globe surrounded by confetti and floating elements. - 00:00–00:06 Text overlay appears, prompting viewers to "Answer the call" and "Accept the challenge," setting the stage for participation. - 00:06–00:11 The globe transforms to show different characters and elements, highlighting the diversity and fun of the challenge. - 00:07–00:11 Text overlay appears, stating "Win monthly rewards," emphasizing the potential benefits of participating. - 00:11–00:17 The ad concludes with the Lenslist logo and a call to action, reinforcing the brand and encouraging viewers to learn more.

# Ad summary This ad promotes Lens Studio, a tool for creating Snapchat Lenses. The ad features a laptop displaying the Lens Studio interface, with animated hummingbirds floating around the screen, showcasing the creative possibilities of the software. # Brand positioning This ad promotes Snapchat's Lens Studio, positioning it as a creative tool for users to design and build their own augmented reality lenses for the Snapchat platform. The brand is presented as innovative and empowering, giving users the ability to express their creativity and engage with the Snapchat community in unique ways. The ad emphasizes the fun and imaginative possibilities of Lens Studio, aligning with Snapchat's playful and user-generated content-focused identity. It caters to users who want to go beyond simply using lenses and instead become creators themselves. # Product The product being advertised is Lens Studio, a desktop application by Snapchat that allows users to create their own custom augmented reality lenses for the Snapchat platform. The software interface is shown on a laptop screen, displaying a 3D model of a hummingbird and various editing tools. Lens Studio is for anyone interested in designing and building AR experiences, from beginners to experienced creators. The ad highlights the software's ability to create dynamic and visually appealing lenses, as demonstrated by the animated hummingbirds floating around the screen. The ad aims to lower the barrier to entry for AR creation, suggesting that users can easily bring their imaginative ideas to life with Lens Studio. # Visual style The ad has a polished and professional visual style, with a focus on showcasing the software's capabilities through dynamic visuals. The use of animated hummingbirds and soft lighting creates a sense of wonder and creativity. The blurred background and spotlight effect draw attention to the product and its visual elements. The overall aesthetic is modern and appealing, aligning with Snapchat's brand identity. # Hooks Headline: Create Snapchat Lenses with Lens Studio # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Create Snapchat Lenses with Lens Studio # Benefits - Create Snapchat Lenses # Features - Lens Studio software # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Lens Studio software and its capabilities. The brand aims to highlight the creative possibilities and user-friendly nature of the software. # Storyline - The ad opens with a view of a laptop displaying the Lens Studio interface, immediately establishing the product being promoted. This is from the brand's perspective, showcasing the software's workspace and hinting at its capabilities. - Animated hummingbirds are shown floating around the laptop screen, visually representing the kind of dynamic AR lenses that can be created with Lens Studio. This is from the brand's perspective, demonstrating the creative possibilities and visual appeal of the software. - The headline "Create Snapchat Lenses with Lens Studio" reinforces the product's purpose and target audience, clearly stating what the software is used for. This is from the brand's perspective, directly addressing potential users and inviting them to explore the software.

# Ad summary This ad promotes Snapchat as a platform where users can monetize their creativity. It features the Snapchat ghost logo with dollar signs, suggesting financial opportunities for creators on the platform. # Brand positioning Snapchat is presented as a platform that values and rewards creativity. The ad positions Snapchat as a place where users can turn their creative skills into financial gain. The brand aligns with a modern, youthful, and entrepreneurial lifestyle, encouraging users to express themselves and profit from their content. Snapchat is presented as a platform that is in tune with the creator economy, pushing against the norm of traditional social media platforms where monetization is not always straightforward or accessible. # Product The ad promotes Snapchat as a platform for creators to monetize their content. It highlights the opportunity to earn money through creative expression on the app. The ad targets individuals who are already creating content or have the potential to do so, suggesting that Snapchat provides the tools and audience to turn their creativity into a source of income. The ad addresses the potential barrier of not knowing how to monetize creative work by presenting Snapchat as a solution. # Visual style The ad has a clean, modern, and playful visual style. The production quality is high, with a 3D-rendered ghost figure and smooth gradients. The visual motif is the repetition of dollar signs, reinforcing the theme of monetization. The image treatment includes subtle lighting effects and background removal, creating a polished look. The typography is large and bold, making the message easily scannable. The style contrasts with the platform's native behaviors by using a highly polished, studio-shot image, which may help it stand out in the feed. # Hooks Headline: Monetize Your Creativity on SNAPCHAT # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of creators struggling to monetize their content. The phrase 'Monetize Your Creativity' directly signals the frustration of not being able to earn money from creative work. # Value propositions - Turn your creativity into income on Snapchat. # Benefits - None used. # Features - Monetize Your Creativity # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the message that Snapchat is a platform where users can monetize their creativity, as seen in the top caption. # Storyline - The ad opens with the message that users can 'Monetize Your Creativity on SNAPCHAT,' immediately conveying the intention to highlight the platform's monetization opportunities. The brand is telling the audience that Snapchat is a place where they can earn money from their creative work. - The Snapchat ghost logo is shown with dollar signs, visually reinforcing the idea of financial gain. The brand uses its logo to symbolize the potential for creators to profit from their content on the platform.

# Ad summary This ad promotes Snapchat's Lens Studio, showcasing how users can create their own Snapchat lenses. The ad features animated characters interacting with the Lens Studio interface on a laptop, highlighting the creative possibilities and ease of use. # Brand positioning Snapchat is presented as a platform for creative expression and augmented reality experiences. The brand is positioned as innovative and user-friendly, empowering users to create and share their own unique lenses. The ad emphasizes the accessibility of Lens Studio, making it clear that anyone can become a creator on Snapchat. The brand aligns with a fun, youthful, and tech-forward lifestyle, pushing against the notion that creating AR experiences is complex or exclusive to developers. # Product The product being advertised is Lens Studio, Snapchat's desktop application for creating augmented reality lenses and filters. It allows users to design interactive experiences that can be shared on the Snapchat platform. The ad implies that Lens Studio is user-friendly and accessible to individuals without extensive technical skills. The software's interface is visible on the laptop screen, showcasing its features and capabilities. The product is for anyone interested in creating and sharing their own AR lenses on Snapchat, regardless of their technical background. The ad addresses the potential purchase barrier of complexity by visually demonstrating the ease of use and creative potential of Lens Studio. # Visual style The ad features a clean and modern visual style with a focus on showcasing the Lens Studio interface. The use of animated characters adds a playful and approachable element. The lighting is warm and inviting, creating a sense of creativity and collaboration. The overall aesthetic is polished and professional, suggesting a high-quality product. # Hooks Headline: Create Snapchat Lenses with Lens Studio # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Create Snapchat Lenses with Lens Studio # Benefits - Create Snapchat Lenses # Features - Lens Studio # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting Lens Studio as an accessible and creative tool for Snapchat users. - Customer: The animated characters are shown interacting with the product, representing the user's perspective and experience. # Storyline - The ad opens with the headline "Create Snapchat Lenses with Lens Studio", immediately stating the purpose of the ad and introducing the product. The brand is telling the audience what they can do with Lens Studio. - Animated characters are shown interacting with a laptop displaying the Lens Studio interface. This visually demonstrates the product in use and highlights its accessibility. The brand is showing the audience how easy it is to use Lens Studio. - The characters are positioned around the laptop screen, suggesting a collaborative and creative environment. This reinforces the idea that Lens Studio is a tool for anyone to express their creativity. The brand is showing the audience the creative possibilities of Lens Studio.

# Ad summary This image ad promotes Snapchat's Lens Studio, inviting users to download it for free. The ad features Bitmoji avatars holding a Snapchat logo, set against a colorful and playful background with cartoonish elements. # Brand positioning Snapchat is presented as a fun, creative, and accessible platform for self-expression and connection. The brand embraces a playful and youthful tone, evident in the cartoonish visuals and vibrant colors. It positions itself as a tool for users to enhance their digital identities and engage with others in imaginative ways. The brand pushes against the norms of more serious or polished social media platforms by emphasizing lightheartedness and user-generated content. # Product The ad promotes Snapchat's Lens Studio, a free tool that allows users to create their own augmented reality lenses and filters for use within the Snapchat app. The product is aimed at creative individuals who want to personalize their Snapchat experience and share their unique creations with friends. The ad highlights the accessibility of the Lens Studio by emphasizing that it is available for free download, removing a potential barrier to entry for new users. The ad suggests that the Lens Studio empowers users to express their creativity and enhance their digital interactions. # Visual style The ad features a vibrant and playful visual style with cartoonish elements and bright colors. The production quality is polished, with clean lines and well-defined shapes. The visual motifs include rainbows, hearts, flowers, and Bitmoji avatars, creating a whimsical and lighthearted aesthetic. The image treatment includes background removal and color grading to enhance the vibrancy of the colors. The typography is large and bold, making the message easily scannable. The overall style is designed to be eye-catching and engaging, fitting with the platform's native behaviors. # Hooks Headline: DOWNLOAD LENS STUDIO FOR FREE # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Download Lens Studio for FREE # Benefits - Create your own lenses - Create your own filters # Features - Free download # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the Snapchat Lens Studio and encouraging users to download it for free. # Storyline - The ad opens with a vibrant and playful background featuring rainbows, hearts, flowers, and a UFO, immediately setting a lighthearted and whimsical tone. This is from the brand's perspective, aiming to capture attention and convey the creative possibilities within the Snapchat ecosystem. - A group of diverse Bitmoji avatars are shown holding a Snapchat logo, visually representing the community of users who can benefit from the Lens Studio. This is from the brand's perspective, highlighting inclusivity and the social aspect of the platform. - The text "DOWNLOAD LENS STUDIO FOR FREE" is prominently displayed, clearly communicating the main call to action and the product's key benefit. This is from the brand's perspective, directly encouraging users to take the next step and download the software.

# Ad summary This image ad promotes Snapchat's AR lens creation capabilities, targeting users interested in building AR experiences for the platform. It features a group of Bitmoji avatars holding a Snapchat logo, set against a colorful and playful background with various design elements. # Brand positioning Snapchat is presented as a fun, creative, and accessible platform for building AR experiences. The brand aims to occupy the space of innovative social communication and self-expression, aligning with a youthful, tech-savvy lifestyle. It pushes against the norms of static content by promoting interactive AR lenses. The brand positioning is both functional (providing tools for AR creation) and emotional (enabling creativity and connection). # Product The ad promotes Snapchat's AR lens creation tools, which allow users to build and share augmented reality experiences with millions of Snapchatters. The product is for anyone interested in creating interactive AR content, as implied by the diverse group of Bitmoji avatars. The ad highlights the accessibility and reach of the platform, suggesting that anyone can easily create and share their AR lenses with a large audience. The ad addresses the potential barrier of technical complexity by presenting the process as fun and approachable. # Visual style The ad features a highly polished, cartoonish visual style with bright colors and playful design elements. The visual motifs include cartoon characters, flowers, mushrooms, and bees, creating a whimsical and inviting atmosphere. The image treatment includes background removal and layering of visual elements. The typography is large and bold, making it easily scannable. The overall style is platform-native, resembling the visual aesthetic of Snapchat. # Hooks Headline: BUILD AR LENSES FOR MILLIONS OF SNAPCHATTERS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Build AR lenses for a massive audience on Snapchat # Benefits - Reach millions of Snapchatters # Features - AR lenses # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the platform's AR lens creation capabilities and its potential reach to millions of Snapchatters. # Storyline - The ad opens with a vibrant and playful visual of Bitmoji avatars and design elements, immediately grabbing attention and setting a positive tone. This is from the brand's perspective, aiming to create an inviting and exciting atmosphere. - The headline "BUILD AR LENSES FOR MILLIONS OF SNAPCHATTERS" clearly communicates the product's core value proposition: the ability to create AR experiences for a large audience. This is from the brand's perspective, highlighting the potential reach and impact of using Snapchat's AR tools. - The group of diverse Bitmoji avatars holding the Snapchat logo reinforces the message of inclusivity and accessibility, suggesting that anyone can participate in creating AR lenses. This is from the brand's perspective, aiming to build trust and credibility by showcasing a diverse community of creators.

# Ad summary This image ad promotes Snapchat's Lens Studio, encouraging users to create their own Snapchat lenses. The ad features a group of diverse Bitmoji avatars holding a Snapchat logo, set against a colorful and whimsical background with cartoonish elements. # Brand positioning Snapchat is presented as a fun, creative, and inclusive platform that empowers users to express themselves through augmented reality lenses. The brand aligns with a youthful, playful, and tech-savvy lifestyle, pushing against the norms of traditional media by prioritizing user-generated content and interactive experiences. The brand aims to occupy the space of innovative social expression, where users can create and share unique AR experiences with their friends. # Product The product being advertised is Snapchat's Lens Studio, a software that allows users to create their own augmented reality lenses for the Snapchat platform. The ad highlights the accessibility and creative potential of Lens Studio, suggesting that anyone can use it to design and share their own unique AR experiences. The product is for anyone interested in AR creation and sharing, particularly Snapchat users who want to enhance their self-expression and engagement on the platform. The ad addresses the potential purchase barrier of technical complexity by presenting Lens Studio as an accessible and user-friendly tool. # Visual style The ad has a playful and cartoonish visual style, with bright colors, simple shapes, and whimsical elements. The production quality is high, with clean lines and polished graphics. The image treatment includes background removal and layering of visual elements. The typography is large and bold, making it easy to read. The overall style is designed to be eye-catching and engaging, fitting with the platform's native behaviors. # Hooks Headline: CREATE SNAPCHAT LENSES WITH LENS STUDIO # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Create Snapchat Lenses with Lens Studio # Benefits - Create Snapchat Lenses # Features - Lens Studio # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the features and benefits of Snapchat Lens Studio and promoting its creative potential. # Storyline - The ad opens with a vibrant and whimsical background, immediately setting a playful and creative tone. This is from the brand's perspective, aiming to capture attention and signal the fun, imaginative possibilities of Snapchat Lens Studio. - The headline "CREATE SNAPCHAT LENSES WITH LENS STUDIO" clearly states the purpose of the ad, informing the audience about the product being promoted. This is from the brand's perspective, directly communicating the core offering and its value proposition. - A diverse group of Bitmoji avatars is shown holding a Snapchat logo, visually representing the inclusive and community-driven aspect of the platform. This is from the brand's perspective, showcasing the diversity of its user base and reinforcing the idea that Lens Studio is for everyone. - Cartoonish elements like flowers, bees, hearts, and a UFO add to the playful and imaginative atmosphere, further emphasizing the creative potential of Lens Studio. This is from the brand's perspective, reinforcing the fun and whimsical nature of the platform.

# Ad summary This ad promotes Snapchat's Lens Studio, highlighting its capabilities for building games and reaching millions of users on the platform. The ad features various game examples created with Lens Studio, showcasing the potential for creativity and audience reach. # Brand positioning Snapchat is presented as a platform that empowers creators to build and share games through its Lens Studio. The brand aims to occupy a space of innovation and accessibility in the gaming and augmented reality market. It promotes a fun, creative, and engaging lifestyle, encouraging users to express themselves and connect with a large audience. Snapchat positions itself as a tool for creators to reach millions, pushing against the norms of traditional game development by offering a user-friendly and accessible platform. # Product Snapchat's Lens Studio is a tool that allows users to build games and augmented reality experiences for the Snapchat platform. It is designed for creators of all skill levels, enabling them to develop interactive games and reach millions of Snapchat users. The product offers a user-friendly interface and a range of features to facilitate game development. The ad highlights the potential for creators to build engaging experiences and gain visibility on a popular social media platform. Lens Studio addresses the barrier of entry into game development by providing an accessible and intuitive platform. # Visual style The ad has a mixed aesthetic, blending UGC-style shots with polished game interfaces. The editing style includes quick cuts to showcase different games and creators. The production quality varies, with some shots appearing casual and others more refined. The pacing is fast, with cuts timed to the upbeat music. The overall visual style is modern and engaging, appealing to a younger, tech-savvy audience. # Hooks Text overlay: 00:00–00:03 Build Games with Lens Studio Visual: 00:00–00:01: Two people are in a brightly lit, modern living room. A man with dark hair, a beard, and glasses is holding a phone, showing it to a person partially visible on the left. The background includes a plant and a neutral-colored wall. The camera is at eye level and slightly shaky, suggesting a casual, handheld style. / 00:01–00:02: A first-person view of a game interface. The game features a dancing alien character, score counters (4 vs 0), and neon-lit shapes. A woman with blonde hair and glasses is visible at the top of the screen, her face superimposed over the game. The background includes speakers and a purple grid. The camera is static, providing a clear view of the game interface. / 00:02–00:03: A woman with dark hair and glasses is working on a tablet in a bright, modern office setting. She is wearing a black top and a white vest. The background includes a plant and a white partition. The camera is at eye level and static, focusing on the woman's face and tablet. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that creating games can be complex and difficult, but Lens Studio simplifies the process, making it accessible to a wider audience. # Value propositions - Build games with Lens Studio to reach millions on Snapchat # Benefits - Reach millions on Snapchat # Features - Lens Studio - Build games # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The ad primarily showcases games and experiences from a user's perspective, highlighting the creative possibilities and fun of using Lens Studio. - Brand 20% – The brand's official voice is present through text overlays and the final screen, which directly promotes the product and its benefits. # Storyline - 00:00–00:01 The ad opens with a shot of two people in a casual setting, one holding a phone displaying a game. - 00:01–00:02 00:01–00:02: A first-person view of a game interface is shown, with a woman's face visible at the top of the screen. The game features a dancing alien character and score counters. - 00:02–00:03 00:02–00:03: A woman is seen working on a tablet in a bright, modern office setting. - 00:03–00:04 00:03–00:04: A boxing game interface is displayed, showing two characters in a boxing ring with a cheering crowd in the background. - 00:04–00:05 00:04–00:05: Hands are shown typing on a laptop, with a video call visible on the screen. - 00:05–00:06 00:05–00:06: A woman is seen in an outdoor setting, possibly a garden or patio. - 00:06–00:07 00:06–00:07: A surreal, dreamlike game environment is shown, featuring a rolling ball on a track with a floating face in the sky. - 00:07–00:08 00:07–00:08: A man is seen looking at his phone with a smile. - 00:08–00:09 00:08–00:09: A game interface is shown, featuring a catapult and a tower, with a man's face in a circular frame at the top of the screen. - 00:09–00:10 00:09–00:10: A character in a red flannel shirt is shown dancing in a game environment, with the man's face from the previous shot superimposed on the character. - 00:10–00:11 00:10–00:11: A TV screen displays a pixelated "GAME OVER" message. - 00:11–00:15 00:11–00:15: The ad concludes with a black screen displaying the text "Build with Snap" and "Start creating games today."

# Ad summary This image ad promotes the Snap Games Lensathon, encouraging developers to build games with Snap. # Brand positioning The ad promotes Snap as a platform for game development, specifically through its 'Build with Snap' initiative. The brand is positioned as a facilitator and supporter of game creation, aiming to attract developers to its ecosystem. The focus is on providing tools and opportunities for creators to innovate within the Snap platform, suggesting a forward-thinking and developer-friendly approach. # Product The ad promotes the 'Games Lensathon,' an event or competition focused on building games within the Snap platform. It is aimed at developers and creators interested in using Snap's tools and lenses to create interactive gaming experiences. The ad highlights the opportunity to participate in this event, suggesting a chance to showcase skills, innovate, and potentially gain recognition within the Snap community. The ad also mentions official rules and eligibility requirements, directing interested individuals to a specific URL for more information. # Visual style The ad has a modern and clean visual style with a focus on the smartphone and game interface. The blurred background and soft lighting create a sense of depth and focus attention on the main elements. The typography is simple and legible, contributing to the overall professional and accessible feel. The image treatment is minimal, with a slight desaturation to maintain a neutral tone. # Hooks Headline: Games Lensathon # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Build games with Snap and showcase your skills in the Games Lensathon. # Benefits - Opportunity to participate in a game development event - Access to Snap's tools and lenses for game creation # Features - Build with Snap - Games Lensathon # Call to action None used. # Social proof - None used. # Point of view - Brand: The text 'Build with Snap' and 'Games Lensathon' positions the brand as the speaker, promoting its initiative and event. - Customer: The image of a person holding a phone with a game on the screen represents the user's perspective and interaction with the platform. # Storyline - The ad starts by showcasing a person holding a smartphone with a game interface displayed on the screen. This is intended to immediately capture the viewer's attention and illustrate the context of the ad, which is related to mobile gaming. The perspective is from an external observer, setting the stage for the announcement. - The ad then introduces the 'Build with Snap' initiative and the 'Games Lensathon' event. This is the core message of the ad, aiming to inform the audience about the opportunity to participate in a game development competition. The perspective shifts to the brand, Snap, as it announces the event and its purpose. - The ad concludes by directing viewers to the official rules and eligibility requirements via a URL. This serves as a call to action, encouraging interested individuals to learn more and potentially participate in the event. The perspective remains with the brand, providing essential information for those who want to engage further.

# Ad summary This ad promotes Snapchat's Imagine Lens filter for Halloween. The ad features a creator who uses the filter to generate costume ideas and asks her sister for advice on which one to choose. The ad ends with a call to action to try the Imagine Lens filter on Snapchat. # Brand positioning This ad positions Snapchat as a fun and creative platform for users to explore and express themselves, especially during holidays like Halloween. The brand is presented as innovative and user-friendly, offering tools like the Imagine Lens filter to help users generate costume ideas effortlessly. The ad aligns with a playful and trendy lifestyle, encouraging users to engage with the platform's features for entertainment and inspiration. Snapchat is presented as a tool to make costume planning easy and fun, pushing against the norm of stressful, last-minute costume decisions. # Product The Imagine Lens filter on Snapchat is a tool that generates costume ideas for users. The filter allows users to explore different costume options virtually, making it easier to decide what to be for Halloween. The ad shows the filter generating a cheetah, vampire, and pirate costume. The filter addresses the purchase barrier of indecision by providing a range of options to choose from. The ad highlights the filter as a fun and easy way to get costume inspiration, encouraging users to try it out on Snapchat. # Visual style The ad has a casual, UGC feel with bright, natural lighting. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is polished, giving it a professional yet relatable vibe. The visual motifs include the use of Snapchat filters and text message screenshots to create a sense of authenticity and engagement. The pacing is consistent, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:04: I still don't know what I want to be for Halloween, so I'm gonna let Snapchat Lens choose for me. Text overlay: 00:00–00:02: Help me choose a last minute costume 😭 / 00:00–00:07: Unlimited use available with Lens+ / 00:00–00:43: #Ad Visual: 00:00–00:02: A young woman with long, dark hair stands in a brightly lit home. She wears a black tank top and purple sweatpants. The background shows a kitchen and living area. She gestures with her hands as she speaks. / 00:02–00:03: The screen switches to a Snapchat interface with the woman's face visible. A digital hand taps the screen, and a cheetah filter is applied to her face, adding ears and spots. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of indecision and stress when choosing a Halloween costume. # Value propositions - The Imagine Lens filter on Snapchat makes it easy and fun to generate costume ideas for Halloween. # Benefits - Generates costume ideas - Easy to use - Fun and creative # Features - Imagine Lens filter on Snapchat # Call to action Try out the Imagine Lens on Snapchat 👻 # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer using the product and sharing her experience. # Storyline - 00:00–00:04 The creator introduces her dilemma of not knowing what to be for Halloween and decides to use Snapchat Lens to choose for her. - 00:04–00:07 The ad shows the creator using the Snapchat Lens filter to generate costume ideas, including a cheetah, vampire, and pirate. - 00:07–00:13 The creator decides to ask her sister for advice on which costume to choose, emphasizing the brutally honest nature of siblings. - 00:13–00:35 The ad transitions to a text message conversation where the creator sends her sister the costume options. - 00:35–00:37 The sister chooses the pirate costume, and the creator celebrates the decision. - 00:37–00:43 The creator asks viewers to comment their favorite costume and encourages them to try the Imagine Lens filter on Snapchat.

# Ad summary This ad promotes Snapchat's AI Lens by showing a woman pranking her boyfriend using the lens to make it look like there is a raccoon in her apartment. # Brand positioning This ad presents Snapchat as a fun and innovative platform that allows users to create entertaining content. The brand is positioned as being on top of trends, offering AI-powered tools that enable users to prank their friends and create humorous situations. The ad aligns with a playful and lighthearted tone, promoting a lifestyle of sharing funny moments with friends and family. Snapchat is presented as a tool for enhancing everyday experiences through creative and engaging filters and lenses, pushing against the norm of simply sharing unaltered photos or videos. # Product The ad features Snapchat's AI Lens, a tool that allows users to add realistic-looking animals into their photos and videos. The lens is presented as easy to use, enabling users to create convincing pranks and humorous content. The ad highlights the lens's ability to seamlessly integrate a raccoon into various scenes, such as a bathroom sink, bedroom, and kitchen countertop. The ad addresses the purchase barrier by offering unlimited use of the lens with Lens+, implying that the feature is accessible and worth trying or buying for its entertainment value. # Visual style The ad has a UGC feel, with a casual and unpolished aesthetic. The editing style consists of quick cuts between the woman and her phone screen, maintaining a consistent pace. The production quality is simple, relying on natural lighting and a straightforward camera setup. This supports the intended tone of a relatable and authentic user experience. # Hooks Spoken: Hey guys, there's an AI trend going around and I want to prank my boyfriend saying that there's a raccoon in my house. Text overlay: Pranking my boyfriend to making him think a raccoon is in my apartment / #Ad / Unlimited use available with Lens+ Visual: 00:00–00:03: A woman with long blonde hair and a gray sweater stands indoors, holding her phone up to the camera. She is smiling and talking about an AI trend. The background is a plain white wall. Text overlay: "Pranking my boyfriend to making him think a raccoon is in my apartment". # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of boredom or the desire to create entertaining content to share with friends and family. # Value propositions - The AI Lens allows users to create humorous content and prank their friends. - Unlimited use available with Lens+ implies accessibility and entertainment value. # Benefits - Create convincing pranks - Humorous content # Features - AI Lens - Unlimited use available with Lens+ # Call to action Try for free # Point of view - Customer 100% – The entire video is told from the perspective of a woman using the Snapchat AI Lens to prank her boyfriend. # Storyline - 00:00–00:03 The woman introduces the AI trend and her plan to prank her boyfriend. - 00:03–00:05 She shows a photo of a raccoon in her bathroom sink, created with the AI Lens, and explains she will ask her boyfriend what to do. - 00:05–00:16 The woman calls her boyfriend, acting distressed about the raccoon. - 00:16–00:18 She sends him a photo of the raccoon in her bedroom, continuing the prank. - 00:18–00:22 The boyfriend advises against taming the raccoon, warning it's illegal. - 00:22–00:24 The woman expresses disbelief and the boyfriend suggests throwing it out the window. - 00:24–00:27 She explains she lives on the eighth floor, making that impossible. - 00:27–00:31 The boyfriend suggests tossing it, but she refuses, concerned about damage. - 00:31–00:43 She sends another photo of the raccoon on her kitchen countertop. - 00:43–00:49 The woman continues to act distressed, saying the raccoon is bouncing off the walls and asking him to come over. - 00:49–00:50 The boyfriend refuses to touch a potentially rabid animal. - 00:50–00:53 She panics, saying the raccoon is coming towards her. - 00:53–00:56 The boyfriend firmly refuses to help, saying she's trying to tame it. - 00:56–01:01 The woman laughs, revealing it's a prank and promoting the Snapchat AI Lens.

# Ad summary This ad promotes Snapchat's new Imagine Lens feature by showing how it can be used to prank someone. The creator demonstrates how the AI feature can add a fake tattoo to a photo, which he then sends to his mom to elicit a reaction. # Brand positioning Snapchat is presented as an innovative social media platform that leverages AI technology to enhance user creativity and engagement. The ad highlights the Imagine Lens feature, positioning Snapchat as a fun and playful tool for creating entertaining content. The brand aligns with a youthful, tech-savvy audience that enjoys experimenting with new features and sharing humorous content with friends and family. Snapchat pushes against the norm of static photo editing by offering dynamic, AI-driven enhancements, focusing on functional innovation and user-generated entertainment. # Product The Imagine Lens is an AI-powered feature within the Snapchat app that allows users to add elements to their photos based on text prompts. Users take a photo, type in a description of what they want to add, and the AI generates the requested element within the image. The ad demonstrates this by adding a fake tattoo to a photo of the creator's neck. The product is for Snapchat users who enjoy creating and sharing humorous or creative content. The USP is the AI-driven image manipulation that allows for easy and entertaining photo enhancements. The ad addresses the purchase barrier of complexity by showing how simple it is to use the feature. # Visual style The ad has a casual, UGC feel with simple editing and a focus on clear communication. The production quality is basic, with static shots and direct address to the camera. The editing style includes split screens and jump cuts to maintain a quick pace. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: Male 1: I'm gonna prank my mom using Snapchat's new Imagine Lens. Text overlay: Fake tattoo prank on My mom / Unlimited use available with Lens+ Visual: 00:00–00:02: A split screen shows a close-up of a neck with a fake tattoo that reads "MAGIC MAN" on the top half of the screen. The bottom half of the screen shows a young man with a mustache wearing a green and brown plaid shirt over a gray hoodie, speaking directly to the camera. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that users may want to create funny or shocking content to share with friends and family, but lack the tools or skills to do so. # Value propositions - The Imagine Lens feature allows users to easily add elements to their photos using AI, making photo editing fun and accessible. # Benefits - Easy and entertaining photo enhancements - Ability to create humorous content # Features - AI-powered image manipulation - Text-based image enhancements # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a Snapchat user demonstrating the Imagine Lens feature. # Storyline - 00:00–00:02 The creator introduces the ad by stating his intention to prank his mom using Snapchat's new Imagine Lens. - 00:02–00:07 The creator explains that Snapchat has a new AI feature called Imagine Lens. - 00:07–00:14 The creator describes how the Imagine Lens works: take a picture, type out what you want in that picture, and Snapchat will use AI to add that to the photo. - 00:14–00:18 The creator shares that he told the AI to give him a really bad tattoo, which he then sent to his mom. - 00:18–00:23 The creator shows the text messages he received from his mom, who was not pleased with the new tattoo. - 00:23–00:27 The creator reassures the audience that he told his mom it was completely fake after the fact.

# Ad summary This ad demonstrates how to make stickers using the Snapchat Imagine lens. The creator uploads photos of her friends, uses the Snapchat Imagine lens to turn them into printable stickers, prints them on normal paper, puts a layer of tape on parchment paper, lays the printed people on top, puts another sheet of tape over, cuts it out, and surprises her friends. # Brand positioning This ad showcases Snapchat's Imagine lens as a tool for creative expression and personalization. The brand is positioned as innovative and user-friendly, enabling users to transform ordinary photos into unique, shareable content. The ad aligns with a fun, youthful lifestyle, encouraging users to engage with their friends and express their creativity through digital art. Snapchat pushes against the norm of static photo sharing by offering dynamic and interactive features, emphasizing simplicity and ease of use for creating personalized stickers. # Product The featured product is the Snapchat Imagine lens, a tool within the Snapchat app that transforms photos into printable stickers. The lens is designed for Snapchat users who want to create personalized stickers from their photos. The ad demonstrates how the lens can turn photos of friends into cute, chibi-style stickers with a white background. The process involves uploading photos, using the Imagine lens to generate the sticker designs, printing the designs on normal paper, and then layering tape on parchment paper to create the stickers. The ad addresses the purchase barrier of needing specialized sticker-making equipment by showing how to create stickers using readily available materials like normal paper and tape. The ad highlights the ease and accessibility of the Imagine lens, making it appealing for users to create custom stickers for fun and personal expression. # Visual style The ad has a casual, UGC feel with a bright and cheerful aesthetic. The editing style includes quick cuts to keep the pace moving, and the production quality is simple and straightforward, emphasizing the ease of the sticker-making process. The visual motifs include close-up shots of hands interacting with the materials and the finished stickers. The pacing is consistent, with cuts timed to the voiceover. The audio-visual sync is well-coordinated, with actions aligning with the spoken instructions. # Hooks Spoken: 00:00–00:01: DIY stickers tutorial. Text overlay: 00:00–00:02: pov: you turned your best friends list into stickers Visual: 00:00–00:01: A young Asian woman with long, dark hair, wearing a brown sweater, holds up four chibi-style stickers of her friends. She is smiling and looking directly at the camera. The background is a plain, light beige wall. The camera is selfie-style, close-up, and slightly shaky. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to create personalized stickers without the need for specialized equipment or complicated processes. The frustration is signaled by the desire to have unique stickers of friends but lacking an easy way to make them. # Value propositions - Create personalized stickers of your friends using the Snapchat Imagine lens. - Turn ordinary photos into unique, shareable content with a simple step-by-step process. - Enjoy a fun and creative way to express yourself and surprise your friends. # Benefits - Easy to create personalized stickers - Fun way to express creativity - Unique and shareable content - Simple step-by-step process # Features - Snapchat Imagine lens - Turns photos into printable stickers - Creates chibi-style stickers - White background # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a user demonstrating how to create stickers using the Snapchat Imagine lens. # Storyline - 00:00–00:01 The creator holds up stickers of her friends. - 00:01–00:02 The creator shows a phone screen with the Snapchat app open, typing a prompt to turn a person into a chibi sticker. - 00:02–00:04 The creator selects multiple chibi-style stickers of her friends from the Snapchat app. - 00:04–00:06 The creator cuts out the printed stickers with scissors. - 00:06–00:07 The creator places tape on parchment paper. - 00:07–00:10 The creator lays the printed stickers on the tape. - 00:10–00:12 The creator cuts out the stickers again. - 00:12–00:13 The creator shows the finished stickers. - 00:13–00:15 The creator surprises her friend with a sticker.

# Ad summary This ad promotes the King Kylie Lens in Snapchat. The ad shows people scanning the back of the King Kylie palette to unlock the exclusive King Kylie Lens in Snapchat. # Brand positioning Kylie Cosmetics is presented as a modern, digitally-savvy beauty brand that leverages social media and technology to engage with its audience. The brand aligns with a fun, youthful lifestyle, encouraging users to interact with its products in creative ways. By partnering with Snapchat, Kylie Cosmetics pushes against traditional beauty marketing, embracing interactive digital experiences to enhance product engagement and brand visibility. The brand positioning is both functional, offering makeup products, and emotional, providing a fun, interactive experience for its customers. # Product The featured product is the King Kylie palette, which is used to unlock an exclusive King Kylie Lens in Snapchat. The palette's packaging includes a QR code on the back that users can scan with their smartphones to access the Snapchat lens. This integration of physical product and digital experience is a key selling point, offering users a unique way to interact with the brand and its products. The ad highlights the ease of unlocking the lens by simply scanning the palette, addressing potential purchase barriers by demonstrating the straightforward process. # Visual style The ad has a bright, playful aesthetic with quick cuts and transitions. The production quality is polished, giving it a commercial feel. The pacing is fast, with cuts timed to the music beats. The audio and visual elements are synced to create an engaging experience. # Hooks Spoken: 00:00–00:03: POV: Snapchat left you a special surprise on the KNGKYLIE palette 😉 Text overlay: 00:00–00:03: POV: Snapchat left you a special surprise on the KNGKYLIE palette 😉 Visual: 00:00–00:02: A person in a white sweatshirt holds a black and white King Kylie palette and a white Kylie Cosmetics shopping bag. The palette has "KNGKYLIE CALIFORNIA" printed on it in a license plate style. The background is a pink surface. / 00:02–00:03: A person with pink polka dot nails scans the back of the King Kylie palette with a smartphone. The phone screen shows the Snapchat app scanning the QR code on the palette. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that users may be looking for new and exciting ways to engage with beauty products and social media. The frustration is the lack of interactive experiences with traditional makeup palettes. # Value propositions - The King Kylie palette provides access to an exclusive Snapchat lens, offering a unique and interactive experience. # Benefits - Unlock a special surprise on the KNGKYLIE palette - Access the exclusive King Kylie Lens in Snapchat # Features - King Kylie palette - Exclusive King Kylie Lens in Snapchat - QR code on the back of the palette # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of customers using the product and Snapchat lens. # Storyline - 00:00–00:02 The ad begins by showing a person holding the King Kylie palette and a Kylie Cosmetics shopping bag. - 00:02–00:04 The ad then shows a person scanning the back of the palette with a smartphone. - 00:04–00:12 The ad shows people using the King Kylie Lens in Snapchat.

# Ad summary This ad promotes Snapchat's new ad format, Sponsored Snaps, which allows brands to create ads that look like they were sent from a friend. The ad features a Wendy's ad that was sent to a user by a friend, highlighting the potential for brands to create engaging and shareable content on Snapchat. # Brand positioning Wendy's is presented as a fun, relatable brand that understands internet culture and aims to connect with its audience on a personal level. The brand uses humor and trending slang to create a sense of familiarity and shared experience. Wendy's positions itself as a brand that is in tune with its customers' sense of humor and desire for authentic, engaging content. # Product The ad promotes Snapchat's new ad format, Sponsored Snaps. This format allows brands to create ads that appear as if they were sent from a friend, making them more engaging and shareable. The ad features a Wendy's ad that was sent to a user by a friend, showcasing the potential for brands to create personalized and relatable content. The ad highlights the ability for brands to leverage the 'BFF energy' of Snapchat to connect with users in a more authentic way. # Visual style The ad has a bright, playful aesthetic with a focus on yellow, Snapchat's signature color. The editing style is quick and snappy, with fast cuts between scenes. The production quality is a hybrid of polished commercial and UGC feel, which supports the intended tone of authenticity and relatability. The pacing is consistent and upbeat, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:03 BFF / 00:01–00:03 BFF ENERGY / 00:01–00:03 NOW OPEN TO / 00:01–00:03 BRANDS Visual: 00:00–00:01: A bright yellow screen with the Snapchat logo at the top and the text 'BFF' in the center. The background is a solid, vibrant yellow, and the text is in a bold, black sans-serif font. / 00:01–00:03: The screen remains bright yellow, but the text changes to 'BFF ENERGY NOW OPEN TO BRANDS'. The Snapchat logo remains at the top, and the text is still in a bold, black sans-serif font. # Funnel stage Top of funnel (Awareness) # Pain points Brands struggle to create ads that resonate with younger audiences and feel authentic on social media platforms. # Value propositions - Sponsored Snaps allow brands to create ads that feel more authentic and personal, leading to higher engagement and shareability. # Benefits - Engaging and shareable content - Personalized and relatable content - Leverage the 'BFF energy' of Snapchat # Features - Sponsored Snaps: Ads that look like they were sent from a friend # Call to action None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of Snapchat, introducing and promoting a new ad format. # Storyline - 00:00–00:01 The ad opens with a yellow screen featuring the Snapchat logo and the text 'BFF'. - 00:01–00:03 The text changes to 'BFF ENERGY NOW OPEN TO BRANDS', introducing the concept of brands leveraging the 'BFF energy' of Snapchat. - 00:03–00:04 A Snapchat message from Wendy's appears, saying 'saw this & thought of u'. This message is presented as an ad. - 00:04–00:06 The ad transitions to a real-world Wendy's sign with the text 'CAN WE YAP NOW'. - 00:06–00:08 A Snapchat Bitmoji sticker is added to the Wendy's sign, enhancing the personal and relatable feel of the ad. - 00:08–00:11 The ad returns to a yellow screen with the text 'INTRODUCING Sponsored SNAPS', formally introducing the new ad format. - 00:11–00:14 The ad concludes with the text 'SAY IT IN A SNAP', reinforcing the message of quick and engaging communication.