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Chappy cuts cost per install in half on Snapchat
The Story
Chappy is a queer men’s dating app that promotes protected connections and meaningful relationships. The firm sought to guide app installs below its target CPI while bringing in new users and building the mark among its victim demo — males ages 18 to 25 in the US, Canada, and UK. In request to reach its audience and accomplish its goals at scale and quiet cost, Chappy came to Snapchat to launch a series of Snap Ads.
The Solution
Rather than produce a video ad that looked like a professional ad, Chappy created fun videos that looked and felt like Snaps people would normally transmit to friends. Each video ad featured Chappy’s relatable mark ambassadors talking about why they adore the dating service.
The video creative followed Snapchat’s creative finest practices, which includes using a verbal call-to-action that prompts Snapchatters to swipe up and download. And with the help of Snap Publisher — Snapchat’s online tool for creating vertical video ads — Chappy could easily overlay its logo and a “download" button to its video
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