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Brief Published: 16 Feb 2016

Disney Invests in Snapchat Ad Firm

Naritiv's Snapchat campaign for Star Wars

Naritiv – a platform that connects brands with influential Snapchat users – closed a $3m Series A funding round with investors including Disney this week.

Launched in 2015, the start-up has built a database of more than 300 Snapchat stars, facilitating partnerships between these creators and brands including Marriott and 20th Century Fox. At the end of 2015, Naritiv collaborated with Disney on the release of merchandise for the new Star Wars movie, creating a campaign around the launch of the BB-8 droid toy. It earned Disney 10.5 million views on Snapchat.

Naritiv emerged from the Disney Accelerator programme – an initiative launched by the entertainment giant in 2014 as a way of building mutually beneficial relationships with the start-up community. Brands creating tech hubs or incubators as a way of fostering innovation is something we explore further in Beta Brandscapes – part of our Get Real Macro Trend.

It’s just one of a growing batch of platforms aiming to connect brands and advertisers with social media influencers. HelloSociety offers marketing solutions specific to Pinterest, while Speakr connects ad buyers with a new breed of Gen Z celebs across platforms such as Instagram, Vine and Facebook.

Influencer marketing continues to be a vital strategy for brands looking to engage younger audiences: businesses make $6.50 for every dollar invested in influencer marketing (Tomoson, 2015). See our report New Social Media Influencers for more, and stay tuned for upcoming reports on new social media channels for brands to engage with, as well as strategies for succeeding on live-streaming platforms.