AOL turned to Snapchat to diversify their staff and recruit more Millennial women. In November, the brand ran two 10-second videos in the Discover section showing behind the scenes footage of employees working at AOL, and information on their Built By Girls program, which “invests in women-led start-ups.” The content was viewed 17 million times and reached eight million users in a week. According to AOL, application intent rose about 18% and there was a 4% increase in brand awareness as a result of the campaign. (Adweek)
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