snapchat chatterboxes:
Here for real, not for good

Will snachat ever win their original users back?

Snapchat is an OG social media. An iconic company that helped transform communication to the photo and video conversations we know today.

Somewhere along the line, snapchat lost touch with their original users.

From sending their friend a Snap that they’re on the way to the club to that embarrassing memory they’d rather forget, original Snapchat users are turning away from their love for real-time posting.

We touched base with snapchat’s first customers and got to the bottom of it. What are they doing on snapchat anymore?

Snapchat natives are turning to curated social media platforms like Instagram and TikTok — spending 53% less time on the app than 18-to 24-year-olds. But, they still relish the beauty of one-off moments.

If they’re using the app anymore, it’s because they trust Snapchat as a safe space to share fleeting moments with close friends.

REMINDING SNAPCHAT USERS THEY’RE HERE FOR REAL, NOT FOREVER.

We investigated Snapchat use cases across age groups through surveys, Snapchat data, and investor information. After conducting interviews with original Snapchat users, we had a solution to get back into their lives.

snapchat can surprise its natives with a new message.

Snapchat needs to leverage the fact that their original users still turn to them to capture and share uncurated moments.

Strategy: Snapchat still loves your good, bad, and ugly.

THE campaign:
snapchat: here for real, not forever

— A campaign spurring customers to think about their rawest moments in life.

— Pop-up “Chatterbox” confession boxes reminding users of genuine, unfiltered moments.

— Stunt marketing. OOH content using real confessions and prompts that spark conversations.