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)