This week’s digital marketing success story is about Chris Hall at Kickster. Kickster provides an app that tracks sneaker release dates and the culture around it.
Snapchat is a phone only app that allows businesses to share photos or videos.
When a Snapchat user takes a picture or video, they swipe left or right on the screen to access a library of designs that lay over top the picture or video.
Availability of these overlay designs is based on the user’s geographic location. They are called Snapchat Geofilters.
Any business can advertise on Snapchat by designing and sharing their own On-Demand Geofilter (for a trade show, conference, community event, grand opening, sale etc…).
It is important to note that On-Demand Geofilters can only be shared for a limited time. Snapchat requires selecting a specific number of days and times within those days when your company’s On-Demand Geofilter will be available.
Therefore, the best use of an On-Demand Geofilter is during an event, since there is a specific location and a specific time frame when people gather.
When a Snapchat user is in a geographic location where a company’s On-Demand Geofilter is available, the user can select that design from the Geofilter library and overlay it on their picture or video, to their followers.
This user has just advertised on behalf of that company.
Kickster On-Demand Geofilter at DJ Khaled Event
What Can We Learn From Chris Hall: How to get over 10.5 million ad views for under $20.
Example: The Snapchat On-Demand Geofilter he ran for a sneaker event in NYC attended by DJ Khaled (very popular musician):
Why Was This On-Demand Geofilter Effective?
The Kickster app received thousands of downloads after the On-Demand Geofilter went live.
The On-Demand Geofilter was:
- Targeted at the attendees and the celebrity headlining the event — “We The Best” is DJ Khaled’s brand and “Major key” is a catch phrase he uses (notice the key on the picture above).
- Designed so event attendees would want to share it.
- Received 10.5 million views for $17.54.
The Bigger Picture: On-Demand Geofilters Can be Targeted at Event Attendees and Their Influencers
DJ Khaled used Chris’ On-Demand Geofilter more than once and since he has millions of followers, the views of the On-Demand Geofilter skyrocketed.
Chris continued to target DJ Khaled events and concerts in which he performed during Beyonce’s Formation Tour. He kept the design similar while only changing the city.
At the end of the tour, his On-Demand Geofilters had amassed over 95 million views (see detailed story here).
Wherever groups of your customers or people are gathered, your business can target them and any influencers in attendance with an On-Demand Geofilter.
On-Demand Geofilters Are Really Cheap, Why Not Try Them?
There are over 150+ million daily active Snapchat users that share about 9,000 snaps per second (more than 777 million per day).
The best way to know the effectiveness of a Snapchat On-Demand Geofilter promotion is to try it. For $30, $40 or $50, what do you have to lose?
Imagine if you had .01% of the success Chris had with his On-Demand Geofilter (that’s still 105,000 ad views for $17.54).
Your Customers Will be on Snapchat If They Aren’t Already
Trends indicate more and more Snapchat usage among each demographic.
It’s only a matter of time until Snapchat hits critical mass with the older generation.
Snapchat On-Demand Geofilters Are Cheap…For Now
A $20 On-Demand Geofilter today might be $200 six months from now.
Google Adwords were as low as $0.05 per click soon after launch in 2000 while the average now is over $2.00 per click.
The price of an On-Demand Geofilter will be higher in 2017 than 2016.
Question is, by how much?
Find Clayton Here:
I share social media basics and success stories, press the heart button if you think Chris hit a home run with his On-Demand Snapchat Geofilter.
Even though I write this on every post, thanks for reading.
Big thanks to Justin Wu for alerting me to this story!