Snap & Cameo Announce The 'Snap x Cameo Advertiser Program' To Help Advertisers Partner With Celebrities
Source: Cameo
Snap Inc. announced a new partnership with Cameo in the Snap x Cameo Advertiser Program. Built by Snap and powered by Cameo for Business, the program gives Snapchat advertisers the opportunity to partner with over 45,000 personalities on Cameo, including actors, athletes, musicians, influencers, and reality stars to create custom, short-form video ads, exclusively for Snap.
Cameo for Business will work with Snap advertisers to find the best talent for campaigns based on their needs. They will also have access to free creative services such as campaign ideation and video editing, enhanced program services such as preferred program pricing and exclusive benefits, and high-performing content with lower CPMs and higher install rates.
Beta partners Mattress Firm, 37Games, Kraft, and Molson Coors have had early success with the program. For example, Mattress Firm partnered with talents such as NFL players Jonathan Taylor and Cam Jordan, Olympian Kerri Walsh Jennings, and other TV personalities and content creators to produce 22 videos in a span of two weeks. The videos and ads outperformed previous campaign averages with the brand seeing an 8-point lift in ad awareness and a video view rate that was 3x the retail category average.
As a first-of-its-kind partnership for both platforms, the Snap x Cameo Advertiser Program will give advertisers the ability to tap into celebrity talent for branded content campaigns in a simpler way than what is typically needed when brands want to work with celebrities. In addition, it represents a change from the current trend of advertisers partnering more with smaller, digitally native creators. While partnerships with these types of creators drive value for many advertisers, there is still a demand for more partnerships with recognizable talent born outside of social media platforms. In a way, the program hints at the likely future of celebrity partnerships, where advertisers and celebrities team up for digital content campaigns as opposed to TV commercials and other forms of traditional advertising.
A key feature of the program is that it's not just focused on connecting advertisers with celebrity talent, but also emphasizes bringing the two parties together to create content, specifically for Snap. The user experience and overall format of social media platforms should align with the content being created and shared, just as TikTok has demonstrated with its own platform.
Overall, the Snap x Cameo Adverister Program is a win for all parties involved. Snap adds on to Creator Marketplace and expands its influencer marketing initiatives, Cameo strengthens its B2B leg, and advertisers can drive business and marketing goals with celebrity talent partnerships.
