Snapchat - Love "Less Social Media, More Snapchat" (2024) :30 (USA)

Snapchat launched a new campaign on February 2, 2024, titled "Less Social Media, More Snapchat". The campaign aims to distinguish Snapchat from other social media platforms and position itself as an alternative to the problems that plague them. The core message of the campaign highlights Snapchat's focus on real connections, which addresses growing user discontent with the isolation, misinformation, and social validation pressures on platforms like Facebook, Instagram, and Twitter. The campaign presents Snapchat as a more authentic and human-centric space for users to interact, which is likely to resonate with its young demographic that feels overwhelmed by the performative culture and toxicity on social media. The campaign features various advertising mediums such as TV spots, out-of-home placements, print, and digital ads across the US and UK. Snapchat has cleverly highlighted features like ephemeral messaging that encourage casual, in-the-moment connections without the pressures of likes, comments, or permanency. The campaign premiered during the 66th Annual Grammy Awards.

Agency: in-house