Locate the case study in your Stukent eBook in Chapter 7. After reading the case study and watching the video you will prepare your analysis of the case including your answers to the following questions:
- What other kinds of branded advertising do you think will be most feasible for Snapchat, what industries, products, and length of campaign?
- How could segmentation be improved?
- What kind of metrics could a business get from Snapchat?
- What do you predict for the future of this Snapchat app via mobile devices?
The main body of your paper will be 500-600 words. Follow the outline provided for formatting your case study analysis.
Maybelline Snapchat Hack in Singapore
Go to the link below and locate the Gold Winner named above “The Maybelline Snapchat Hack” (note: scroll left to right) http://www.mmaglobal.com/smarties-2017/finalists/winners
Gold Winner: Global Mobile Native category
Key Idea
It can be fun to be tricky sometimes, and here’s one time that worked in Singapore.
Maybelline LLC, branded as Maybelline New York, is a major makeup brand sold worldwide and part of the French cosmetics company L'Oréal. Maybelline in Singapore saw that young women loved being in selfies, so they created a campaign around influencers that tricked their followers on Snapchat. Then Maybelline told them to vote for which was the real person and which was the Snapchat filter. Young women got interested and engaged in the process, and therefore had the chance to choose which one they wanted. Customers voted for one or the other.
The point of the promotion was that they could buy Velvet, a new product and get the look that the filter on Snapchat gave them, but they could get it in real life. So, for them, it was a real experience. They also did a behind the scenes video, which showed them applying product, which could have been a kind of “how to”.
Maybelline sales went up for the short term, and also year over year sales were up.
After you watch the video, learn about how filters were used by Maybelline, answer the questions below.
Discussion Questions
- What other kinds of branded advertising do you think will be most feasible for Snapchat, what industries, products, and length of campaign?
- How could segmentation be improved?
- What kind of metrics could a business get from Snapchat?
- What do you predict for the future of this Snapchat app via mobile devices?
- Part 2
- Application: Mobile by Design
- You learned how Mobile by Design means you’re focusing on creating a unique mobile experience that leverages the context of the mobile experience, the device’s capabilities (screen size, touch, network, camera, accelerometer, light sensor, and other sensors), its operation system, how people use it, and the context of the user’s environment and session.Consider a recent experience you have had with a mobile application. Then consider the concepts you learned in chapter 8. Write a paper talking about your mobile app experience and discuss how the app did or did not utilize Mobile by Design principles.Your paper will be 300-400 words and follow APA guidelines. Include an APA Title Page and Reference Page as appropriate.
- References
- Becker, M., Berney, P., Hanley, M., McCabe, M.B., & Schiele, K. (2019). Mobile
Marketing Essentials. Edify.