DIRECTV Snapchat Strategy
- 1. DIRECTV’s Snapchat Story ! • In 2013 I brought Snapchat to the attention of upper management at DIRECTV and was tasked with running strategy for this emerging platform.! • Flash forward to 2016 & DIRECTV’s LIVE stories have been viewed by over 250k people and the first national Snapchat Ad I co-produced for .TV, our first OTT product in September 2015 drove over 10M impressions across paid, earned and owned channels. ! • My strategy has always been create content that speaks to the audience at hand. People say “why would DIRECTV be on Snapchat?” and I say because DIRECTV serves the entire household, not just the core customer we advertise to that’s male 35-54. Using Snapchat as intended by creating engaging, custom stories that not only entertain but drive OTT products, On Demand/Streaming entertainment properties and coverage of major media events.
- 2. SnapChat – DIRECTV First National Ad ! Goal: drive awareness of DIRECTV’s first OTT product, .TV to a millennial and Gen Z audience ! • Video was a custom produced ad that was geo- targeted to students at 50+ colleges nationwide. ! • 500k campaign engagements among college- age students with a completion rate of 12%. ! • 33% increase in DIRECV’s Snapchat followers. ! • Ad ran from 8/26/2015-9/20/2015. ! • Ad was co-produced with Iced Media and the Sports Marketing team. !
- 3. SnapChat – DIRECTV Coverage: 2015 Comic Con ! Our 22 “Snaps” had over 26k views!!
- 4. SnapChat – DIRECTV Coverage: Grease LIVE! Our 11 “Snaps” had over 17k views!!
- 5. SnapChat – DIRECTV Coverage: 2015 Emmy Awards ! Our 13 “Snaps” had over 15k views!!