"Partnering with this team was one of the best decisions we made for the Pakistani market. Their creativity, adaptability, and deep understanding of local culture played a key role in our success. We saw not only significant growth in app installs but also a shift in user behavior that allowed us to become one of the top social media platforms in the country." Nicole , PM Snap Inc.
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Client Overview
Snap Inc., the parent company of Snapchat, is a global leader in multimedia messaging and social media innovation.
In 2021, Snap Inc. selected us as the Creative Hub for their Pakistan market, a critical market in their global strategy. The collaboration spanned three years, during which we were entrusted with shaping the brand’s creative output, app performance, and user engagement in Pakistan.
Challenge:
Snapchat was seeking to increase its user base in Pakistan, one of the largest untapped markets in the region. Despite a strong global presence, Snapchat’s reach in Pakistan was not as competitive as other social media platforms. Our goal was to drive significant growth in app installs and user engagement, ensuring that Snapchat gained more traction in the market while maintaining a consistent global brand identity.
Solution
As the chosen Creative Hub for Pakistan, we were responsible for crafting all of Snapchat’s creative content and performance marketing efforts.
Our strategy involved a combination of localized creatives, innovative lenses, user-generated content (UGC), and performance marketing, tailored specifically to resonate with Pakistani audiences.
- Creative Hub & Content Creation:
We developed and produced a wide variety of creatives for Snapchat’s in-app ads, Google, and YouTube campaigns. This included static ads, animations, video content, and interactive lenses. Our team meticulously designed each piece to capture the cultural nuances of the Pakistani audience while staying true to Snapchat’s global brand guidelines. - Lens Development & Talent Selection:
We took charge of selecting local talent and creating exclusive lenses for Snapchat’s audience in Pakistan. These lenses, driven by regional trends and interests, played a key role in enhancing user interaction with the app. - Performance Marketing & UGC Strategy:
Our performance marketing campaigns focused on driving app installs and user engagement. We created strategic UGC campaigns that encouraged Pakistani users to create and share their own content, fueling organic growth and enhancing brand advocacy.
Continuous Adaptation & Innovation:
The project demanded continuous adaptation and real-time changes to the creatives to keep pace with the rapidly evolving digital landscape. Our team closely monitored performance metrics, adjusted strategies, and kept innovating to ensure Snapchat stayed relevant in Pakistan.
Result
Outcome
Over the course of our three-year collaboration with Snap Inc., we achieved remarkable success:
- App Install Growth:
We boosted Snapchat’s app installs in Pakistan from 18 million to 26 million users, resulting in an 8 million increase during our tenure. - Market Positioning:
Our efforts helped Snapchat rise from the 10th to the 3rd most-used social media app in Pakistan, a dramatic shift in market share and positioning.
Engagement & Interaction:
The localized creative content, combined with exclusive lenses and UGC-driven campaigns, resulted in enhanced user engagement, solidifying Snapchat’s place in the daily lives of millions of Pakistanis.
