Hey Honey celebrated in The Drum’s ‘Best Use of Snapchat’ Category
Hey Honey has been awarded Highly Commended at The Drum’s Social Buzz Awards 2018 for the Best Use of Snapchat.
“Hey Honey delivered first-class social creative once again for JBL. With the help of Honey’s innovative thinking, we achieved results that outperformed expectations. Awareness, relevance and engagement were part of our brief and it was the combination of strategic media placement and first-class creative design that helped JBL to become relevant to the festival scene throughout Europe.”
- Dave Seedorf, Digital Marketing Manager, Harman International EMEA
As JBL’s EMEA social media agency of record, Hey Honey (a subsidiary of The Honey Partnership Group) services JBL across seven European markets with social creative, content creation, community management, and digital content production.
For the “Feel The Music” campaign, Honey and JBL embarked on a journey of epic proportions to use Snapchat advertising across six different festivals in Europe – Summerburst in Sweden, Nova Rock in Austria, Dreamfields in The Netherlands, Findings in Norway, Fnac Live in France and Wireless in the UK. The aim was to create a brand affiliation between JBL and festivals in their core audience of 18-24 year-old music loving festival goers. The campaign’s goals were brand awareness, engagement and relevance, which were all exceeded, with a total campaign media spend of €3,975 – less than 10% of the previous year’s total media spend.
The geofilters achieved over 4.4 million Snapchat story views.
Brand awareness ✅
One goal was use of the filters. We achieved over 71,000 uses and 130,000 swipes of the geofilters.
To benchmark the campaign, we used a combination of the usage rate suggested by Snapchat of 10% along with the 28.23% we achieved in the previous year’s campaign.
We nearly doubled that in 2018 with a 54.8% use swipe rate.