Real Friends — Snap Inc.’s first-ever global integrated marketing campaign — aimed to drive relevance, as well as raise awareness of Snapchat's core product value: communication between close friends. Through the voices and Snapchat content from over 70 real Snapchatters from around the world, Real Friends put a spotlight on the value and importance of the people who love you exactly the way you are.
We reached out to over 5,000 Snapchatters around the world. 12 countries. 9 different languages. But the real challenge? How do you collect UGC on Snapchat, when all of it disappears? That’s where our real friends came in. We asked over 300 pairs of real friends to look through Snaps they saved — never seen by anyone but their best friends. Through the voices and Snaps of our community of real friends we showed the world just who we are and what we stand for.
In a world of fake news, fake friends, and the pressure to perform for others, the Real Friends campaign gave people a look at what makes Snapchat unique. The campaign saw a 10 point lift in "Snapchat is a brand I can trust" among exposed US social media users, as well as a 10 point lift in "Snapchat is for real friends" among Snapchatters.
