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Senior Marketing Manager, AOL
Digital publisher AOL first tested Snapchat’s advertising products in November 2015, when it used Snap Ads to raise awareness of its open job opportunities to millennial women. Six months later, the company ran a sponsored geofilter to promote its 2016 NewFronts event. eMarketer’s Cathy Boyle spoke with Monica Cepak, AOL’s senior marketing manager, about the expectations and results of these disparate campaigns.
eMarketer: How did AOL’s first paid Snapchat campaigns differ from each other?
Monica Cepak: We did a Snapchat geofilter [from 3:30pm to midnight on May 3, 2016] for our NewFronts. Traditionally it’s a business-to-business tentpole event, but this year we made it a consumer experience. We took over New York’s South Street Seaport and had multiple concerts with artists Years & Years, Snoop Dogg and Demi Lovato. Anyone in the proximity of South Street Seaport could swipe to the right on their photo or video and apply the AOL NewFronts geofilter.
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