The challenge
Snapchat was keen to enhance their presence and boost ad revenue in the highly competitive UK market. Although the app enjoyed high usage, it struggled to understand its most valuable users and connect with them on a more meaningful level.
To tackle this challenge, Snapchat aimed to build a comprehensive, data-driven understanding of the UK audience to help them develop strategies to enhance app engagement, improve brand perception, and drive revenue growth. So, we rolled up our sleeves and got to work.
We unified Snapchat’s approach to UK audiences, boosting app engagement, improving ad revenue, and solidifying their market position.
The solution
As this was Snapchat’s first UK growth project, we kicked things off with a unique STP solution. By leveraging machine learning on social data and panel clusters, we analysed the behaviours, buying personas, and intentions of daily and weekly users, as well as non-users.
Then by blending our advanced segmentation techniques with behavioural science, we pinpointed ten high-value audience groups. Each group was defined by its unique traits, key moments, and growth triggers, highlighting what sets Snapchat apart from its competitors.
We also measured Snapchat’s impact on key areas of growth, such as interactions with brands, peers, creators, and community purchases.
The impact
By adopting a unified approach to key UK audiences, Snapchat enhanced their marketing strategies and increased app engagement by leveraging the platform’s unique strengths.
The insights we uncovered empowered Snapchat’s UK sales teams to boost ad revenue by providing valuable audience data across crucial sectors, including Fashion, Sports, Retail, Food & Beverage, Travel, and Technology.
In the end, our collaboration not only strengthened Snapchat’s position in the UK market but also established a long-term strategy to guide their marketing and sales efforts for years to come.
Snapchat | Kate Bird, EMEA Senior Marketing Director
“Behave's work has been extremely effective. It’s informed creative, targeting and strategy, successfully guiding our teams on our unique audience behaviours – we can’t wait to do more!”
