Platform Launch: Tim Hortons Snapchat

July 2016 - October 2017

Services: Content ideation + creation + execution, social media and community management, paid ads management

As part of Tim Hortons “Appear Popular” strategy in 2016, the North Strategic team was tasked with creating a first ever GTM (go-to-market) plan for Snapchat, targeting millennial mobile users (35 and younger) and leveraging both organic and paid opportunities.

I was fortunate to lead, produce and shoot all endemic-style creative and act as the day-to-day social media manager for the brand’s new Snapchat account. To highlight Tim Hortons’ position as one of “Canada’s favourite brands,” we strategically launched on Canada Day. Through cross-promotional activities on the brand’s established social channels and a national paid media investment, we were able to reach ~10K followers during launch week.

Between July and December 2016, we executed five unique geofilters, each lasting 24 hours, for Canada Day, Smile Cookie, National Coffee Day, Collect to Win Hockey Cards and the Warm Wishes holiday campaign. Click here for a paid media results overview from 2016.

 

Objectives

  • Impressions: Month-over-month (MoM) growth of impressions from 2016 Q3 to Q4

  • Follower Growth: Establish active user base of 25K+ by end of 2016 Q4

  • Paid Media Activation: Execute 5 paid media geofilters tied to important brand campaigns

  • User Adoption: Engagement with location-based geofilters

Results

  • 36 unique organic Snapchat narratives produced in 2016, tied to national marketing campaigns and product release schedule

  • 35,000+ followers in 2016

  • 621,190 organic Snapchat impressions in 2016 (+24% above goal of 500K)

  • 50,000+ total engagements on organic

  • 5 national Snapchat geofilters executed

  • 34,740,088 paid ad impressions

  • 1,688,192 paid geofilter uses

  • 13.69% average engagement rate across all geofilters (ENR)