Now 61 reaches 3m people with Snap Ads ‘deep links’

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Now That’s What I Call Music! turned to Snapchat when it looked to promote its 61st edition of the iconic Now! series.

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Case study summary

• Music brand used deep-link Snap Ads Web View executions

• Snapchatters could swipe up to access a list of music streaming services

• Ads accounted for 54% of total iTunes conversions during the Snapchat campaign

The challenge

Now! hoped to do so with a creative execution that could let listeners immediately access Now 61 across popular mobile music streaming services. Featuring hits from artists like Bruno Mars, Ariana Grande, Kendrick Lamar, The Weeknd and more, Now 61 was ready to turn it up.

The solution

Now! partnered with Snapchat to take part in one of the platform’s first deep-link Snap Ads Web View executions. To grab Snapchatters’ attentions, Now! created full-screen, vertical video Top Snaps which prominently featured Now 61’s music and roster of pop stars. Snapchatters could then swipe up to access a list of music streaming services which, when tapped on, took them directly to the album in their streaming service of choice.

Snapchatters swiped up to hear Now 61 across music streaming services.

The results

• +2.7m Top Snap Views
• +1.5m Snapchatters Reached
• +3.37% Swipe-Up Rate

Christina Schrenk, Quigley-Simpson, said: “Snapchat had a 17% engagement rate for the NOW 61 release, which was 31% higher than another video partner we used, and accounted for 54% of total iTunes conversions during the Snapchat campaign flight.”

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