NZME adds snapchat to client campaigns | radioinfo

NZME adds snapchat to client campaigns

Thursday 27 July, 2017

NZME has partnered with New Zealand company Mish Guru to deliver innovative and creative Snapchat solutions for its brands.

The Mish Guru software allows the NZME brands to curate better content, effectively manage users, and most importantly, provide analytics on the success of the content. 448,000 Kiwis have used Snapchat in the last month.*

NZME is the first multi-channel media organisation in New Zealand to partner with Mish Guru, continuing their trend of leading the way in Snapchat innovation; NZME is the home of ZM Snapchart, a world-first music chart based entirely on listeners’ snapchats, and was the first media organisation in New Zealand to acquire Snapchat Spectacles, the video-recording sunglasses produced by Snapchat.

The software allows advertisers to work closely with NZME brands to create campaigns that run through various snapchat channels. Radio Hauraki, ACC, ZM and Flava will be the brands primarily using the software, given the demographic of their listeners are the most active on this social platform.

NZME General Manager Brand Engagement, Sarah Catran says the partnership empowers the brands to deliver effective and measureable client campaigns. “Not only does the software make it easier for our team to generate Snapchat content, it allows us to provide analysis back to clients and measure success. Knowing what works and what doesn’t when it comes to such an important audience engagement medium is invaluable to not only our own brands, but to our clients as well.”

ZM recently ran a major one day campaign to promote the launch of Game of Thrones Season 7 on SoHo & Neon.

ZM received over 750 Game of Thrones Snapchats within the 24 hours of the custom lens being available on the platform. Those that sent ZM a snap went in the draw to win a Smart TV. This form of engagement is the first time ZM has utilised Mish Guru to drive entries via Snapchat.

Mish Guru supports better content management and campaign analytics, with easily trackable content. The software adds an element of analytics and valuation enabling advertising brands to understand precisely what value their snapchat campaigns carry. In comparison to other social channels, Snapchat users tend to be extremely engaged, watching stories for the full length of time.

Head of Business Development (Asia Pacific) for Mish Guru, Mike Mullins, says NZME is the perfect business to be the first New Zealand media partnership. “NZME has been pushing out some stellar content across its various snapchat platforms – Fletch, Vaughan and Megan are a standout. This partnership will allow them to take content curation to the next level, something that will add incredible value to any advertisers looking to run a campaign through Snapchat.”

Sources:

*Nielsen CMI Q1 to Q4 2016. NZME Segmentation Fused March 2017. AP10+

 

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