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Brief Published: 4 May 2016

Unilever Sees Huge ROI On Snapchat

Cornetto's Winterville Snapchat campaign

At the FMCG Social Media Summit in London last week, Unilever’s chief marketing and communications officer Keith Weed revealed a huge return on investment for the firm’s Cornetto brand on Snapchat.

As reported by UK marketing magazine Marketing Week, Weed told his audience that the Winterville campaign – which saw Cornetto team up with Vine star Ben Phillips in December 2015, and give him control of the brand’s Snapchat account – gained 500,000 views in one day. Unilever saw “ROI through to sales – we sold more stuff,” Weed commented.

For Weed, Snapchat has “come of age.” The platform now offers huge opportunities for brands across industries. During the London Marathon last month, UK cancer charity Macmillan won praise for its Snapchat geofilters: at various points throughout the course, runners could access the branded photo/video filters which stated the number of miles they still had to go.

Geofilters are one particularly easy way for brands to experiment with the platform. Snapchat opened up the feature to all businesses and individuals in March 2016: on-demand, customisable filters can be created for location-specific events or venues for as little as $5, and can be up and running within 24 hours.

Brands need to dive in without fear of failing. As Weed commented: “If you’re not failing, you’re not trying hard enough. What’s really exciting for me is how we as marketers can learn. As long as you fail quickly and capture the lessons, I think that’s great.”

For more on experimenting with social media platforms, see Five New Channels For Social Media Marketing.