Snapchat, immensely popular with Gen Z, launches its first campaign for the Japanese market! “Snapchat in Japan 2022: A Prescription for Social Media”
Snapchat is currently exploding in popularity as a communication app for Gen Z.
What is the front line of communication apps favored by the younger generation?
Hello.
I am Ando from the 4th Division of the Public Relations Business Unit.
SUNNY SIDE UP, which handles a wide range of PR for various communication apps, has been assisting with Snapchat’s PR in Japan since January 2021, prior to the establishment of Snap Inc.’s Japanese subsidiary.
In this article, we will introduce the first-ever event in Japan for Snapchat, a platform that boasts overwhelming popularity among Gen Z, being used by 90% of young people aged 13–24 in Western countries.
Mr. Hasegawa, Representative of Snap Japan
Snap Japan, the operator of the visual communication app Snapchat, is currently rolling out its first campaign for the Japanese market. To commemorate the launch of this campaign, the first press event in Japan, “Snapchat in Japan 2022,” was held on November 8. At the event, in addition to the unveiling of campaign videos, Snapchat’s key features and innovative AR (Augmented Reality) experiences were announced.
■ What is Snapchat?
The Snapchat community is growing significantly, with 363 million daily active users worldwide utilizing the platform on a regular basis. Snapchat is designed quite differently from traditional social media; by simply opening the camera, users can immediately take and send Snaps, easily sharing daily occurrences with their closest friends. Furthermore, Snapchat is popular for its feature where photos, videos, and messages automatically disappear 24 hours after posting.
■ Campaign videos capturing the characteristics of Snapchat
The four campaign videos announced this time were produced based on Snapchat’s core characteristic: being “a place where you can be your authentic self, free from the pressure to perform as someone else, to look ‘Instagrammable,’ or to be perfect.” These campaign videos also convey that Snapchat is the simplest and easiest app for visual communication with loved ones.
■ AR technology from Snap, a leading company in AR
Furthermore, interactive AR (Augmented Reality) experience booths for fashion, beauty, and shopping were set up at the venue, demonstrating how enjoyable shopping can become through AR. By launching the Snapchat app and scanning a designated QR code with the Snap Camera, users can experience AR try-ons and see how cosmetics look on screen.
Participating brands in the experience booths: PRADA, M·A·C, Zenni Optical, FARFETCH, etc.
■ Comment from Tomoya Hasegawa, Representative of Snap Japan
“We are very excited to have held our first domestic event to introduce the possibilities that Snapchat brings to the people of Japan. As Snapchat grows steadily within the country, we are confident that this campaign will resonate with Japanese users. Furthermore, personal, immersive, and interactive AR Lenses have been very well received in the Japanese market. The AR features introduced today are just one example of Snap’s ongoing efforts to bridge the great potential and future of AR with corporate needs and consumer preferences. Please look forward to Snap’s future initiatives in the Japanese market.”
■ Check out the newly released campaign videos 👀
*The landing page is designed exclusively for smartphones.
Snapchat Official Site (Click here to download the app) https://www.snapchat.com/ja-JP
