How Coca-Cola Cracked Snapchat
By Carlton Wilcoxson • October 21, 2015
Much like its peers, Snapchat thinks it can revolutionize brand advertising for digital platforms. “There’s a tremendous pent-up demand for big-brand advertisers to allocate their brand advertising to digital,” Snapchat’s chief strategy officer Imran Khan told Fast Company in a new feature story. Most advertisers are still pouring resources into television and print media—this year alone, advertisers allegedly spent $32 billion on magazine and newspaper ads—but social media companies like Facebook, Twitter, and YouTube are all betting they can strike gold when the ad industry begins to rely exclusively on digital.
As Fast Company learned, a key rationale for why tech giants like Snapchat should target big-brand advertisers is because it can be difficult to judge the success of a campaign, which means advertisers with smaller budgets may be turned off by the lack of obvious results. But for a brand like Taco Bell, throwing money at a digital platform like Snapchat makes sense as part of a national campaign. Taco Bell’s chief brand engagement officer told Fast Company that Taco Bell has been more successful on Snapchat than on any other social network