Oreo is the first snack brand to make a Sponsored Snap ad. YPulse has said before that teens are still huge Snapchat users, so marketing there can lead to more specific visibility from this demo. And a new ad format on the app lets brands send a snap right to their inbox—like a friend would—that includes a direct link to purchase (something other social platforms have long integrated). Oreo is using it to promote their new collab cookie with Post Malone, which has a limited-time flavor and nine new cookie designs. In addition to being on a Gen Z-loved platform and making the snack a merch of sorts, it works in alignment with internal Snapchat data showing “79% of surveyed app users cite music as a passion point.” (Marketing Dive)
📊 YPulse data: 34% of 13-17-year-olds are most likely to pay attention to / watch ads on Snapchat
