The idea behind Sponsored Snaps is for brands to be able to appear alongside messages from users' friends in the chat stream, which is one of the app's most engaging areas. According to Snapchat, the platform currently has over 4 million active monthly users in Sweden.
Messages are at the heart of how our community stays connected, and Sponsored Snaps is a natural extension of how people already interact on Snapchat. It gives brands a new way to become part of the conversation in one of the most frequently visited parts of our service. We are pleased to see Caia Cosmetics as the first in Sweden to bring this to life, says Per Christian Strand Teslo, Head of Sales at Snap Inc. in Sweden.
In practice, however, the ads differ from regular messages. They are sent without push notifications and are only opened if the user actively chooses to click on them. Once the message is opened, the consumer is met with moving content, a video, and can click through to shop via a link in the video.
Caia has always been built around a close relationship with our community, which makes Snapchat and Sponsored Snaps feel like a very natural match for us. In this campaign, we want to create a more direct and personal dialogue with Snapchatters. The format allows us to showcase products in a fast, simple and visually engaging way directly in an environment where our target audience already is, says Camilla Bastin, Marketing Manager at Caia Cosmetics.