The Do Something organization always strives to empower young people through a variety of social causes. The nonprofit program’s main demographic falls in the 13 to 25-year-old age range, and it didn’t take much time for them to realize that the typical Snapchat user falls in the same window. In following this similarity, Do Something decided to have a little fun while still working towards helping others.
Sending out interactive Snapchat stories, the organization encouraged their followers to text in and vote on a cheap Valentine’s Day date idea for their “snapmaster” Bryce to go on to save some money. After this, the voters were encouraged to enroll in the group’s Would You Rather campaign. This campaign challenges users to make money-saving choices in return for personal finance tips, which many people in their target group do not tend to know. The organization is utilizing the social media in a creative manner in order to help others as best they can. It’s going to be interesting to see if and how other companies follow in their wake.
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| An example story sent by DoSomething.org |
To read the Mashable article including a Q & A with the organization: http://mashable.com/2014/03/09/dosomething-snapchat/
I think this is a good strategy by the Do Something organization. Personally I always check in to see what new campaigns they come up with and utilizing Snapchat is a great way to hit their target audience. I find it surprising that most companies haven't started using Snapchat considering it's extremely popular. I'd imagine that if this strategy worked for Do Something other companies might explore this opportunity as well.
ReplyDeleteI agree with Avery, this a great idea! Thus far, Snapchat is an unchartered territory for marketing campaigns, so I am glad to hear that Do Something has found a way to use (what I consider to be) a somewhat seedy app for a good purpose.
ReplyDeleteThis was probably one of the best things Do Something could do for their company. Snapchat has been blowing up and has become very popular lately. Other companies should jump on the opportunity if it comes up.
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