Snapchat ads get young buyers’ attention
TurnKey used Snapchat’s filter tool, which allows advertisers to create overlays that people can put on photos that they then share with friends and followers, to engage with attendees of the surfing spectacle on behalf of the dealership.
The Huntington Beach dealership’s filter caught on. It was used around 7,400 times and drew 200,000 views, TurnKey co-founder Drake Baerresen said. The cost to the dealership was just $700.
Young consumers have been heading to Snapchat for years as their parents and grandparents set up shop on Facebook. The platform, which claims to reach 75 percent of millennials and members of Generation Z in the U.S., gives automakers and dealers another social media puzzle to figure out in their quest to expand their customer base.
For instance, the playbook shows how dealers can pitch products and offer the option to “swipe to text” the store.
“Dealers are starting to lean into the platform to really try to drive efficient site actions and try to drive consumers to engage with vehicle inventory within their websites,” Shane Dwyer, Snap Inc.’s senior manager of advertiser solutions, said.