Kimberly Luu

a portfolio of marketing campaigns for brands and titles I’ve worked on.

portfolio

Snapchat

Kimberly Luu

Over the course of 1.5 years, I ran and managed search & social campaigns for numerous Snapchat initiatives across all product verticals:

  • Brand (including Growth): Snapchat is a camera company but they also have a social element that contributes to the success of their app. Brand campaigns serve to highlight innovations from Snapchat, demonstrate the benefits of leveraging Snapchat for advertising, and showcase Snapchat as a socially-conscious brand.
  • Minis: Bite-size utilities built natively in the Chat, so you don’t even have to leave to interact with your friends. Partners that Snapchat has worked with and we ran ads for include Headspace and Prediction Master.
  • Games: Like Minis, Games are built natively in the Chat and allow you to play games with your friends without installing any additional app. Some games I advertised for were Aquapark, Ready Set Golf, and Bitmoji Paint.
  • Originals: Snap’s original programming. In 2020 – 2021, we launched several Originals that were successful. Our biggest hits include Will From Home Holiday featuring Will Smith, Ryan Doesn’t Know featuring Ryan Reynolds, and Nikita Unfiltered featuring Nikita Dragun. Other shows that I ran media for include Solutions Committee, First Person, Move It, and Road Trippin
  • Lens: The AR lenses and filters on the Snapchat app. We ran campaigns to promote both the usage of the lens from the consumer side to the creation of the lens from the developer side. Developers were encouraged to use Lens Studio, a powerful application designed for artists and developers to build augmented reality experiences for hundreds of millions of Snapchatters. With a huge set of built-in features including custom shaders and advanced tracking technology, the possibilities are endless.
  • Spectacles: Snapchat’s glasses that Snap! They allow you to capture the moment with HD photo and video, then share it on Snapchat or anywhere else.

Accomplishments

In the one year I’ve been on the account, I’ve helped plan and execute several campaigns and ad products that highlighted Snap’s business:

  • Helped launch Spotlight, Snap’s newest product offering. As of Feb 2021, Spotlight alone has already gained over 100MM MAUs since its launch in December
  • Implemented an entire strategic campaign that helped over 1.3MM Snapchatters register to vote in the 2020 Elections
  • Tested Pinterest, Reddit, and LinkedIn as partners for the first time
  • Tested and implemented new ad units and functionalities:
    • Video Website Card ad units on Twitter to optimize driving traffic
    • Spotlight Trend on Twitter in several markets
      • International Friendship Day in July 2020
      • Diwali in November, 2020
    • Like-To-Subscribe ad unit on Twitter for the Nikita Unfiltered campaign
    • Tested Max-width Pins as an ad unit on Pinterest
    • Google shopping ads to advertise Spectacles
  • Retargeted past campaign ad viewers on Twitter (new functionality that rolled out in late 2019)
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