Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Banks are testing the waters on Snapchat to reach its young user base. This week, BNP Paribas, France’s largest bank and one of the world’s biggest, went full steam on Snapchat through a global partnership with the app’s parent Snap Inc., the first such arrangement for a European bank.
The challenge with Snapchat is to create content that holds users’ interest. BNP is featuring its employees in short videos that show potential recruits what it’s like to work at the bank and doing Snap ads to promote the bank’s products. It’s also using lenses and branded geofilters that highlight sponsored events such as the French Open tennis tournament. The campaign will run for a year, and the videos will be posted daily on BNP Paribas’ Snapchat channel.
Read the full story on tearsheet.co
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
‘AI is permeating everything we do’: How Guitar Center developed 2 AI tools this year
This summer, the company launched a chatbot called Rig Advisor to help customers find the right instruments and products.
Ad position: web_bfu