AOL turned to Snapchat to diversify their staff and recruit more Millennial women.

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)