Zorbaz Snapchat Geofilter

Problem: How to Target Millennials?

Today, millennials make up a majority of many business’s target audience. Consumed by technology, this younger generation requires new forms of marketing that incorporate the use of phones and social media to spark brand interest. Zorbaz is a popular restaurant for people of all ages, but owners wanted to deliver an experience that would be unique to their younger audience. With that goal in mind, they reached out to H2M for help.

Strategy: Focus on the Platform

H2M has experience working with Snapchat, a much more niche social media platform compared to Facebook or Twitter, yet still highly active with more than thirty million monthly users — the bulk of whom fall into the millennial demographic. To boost Zorbaz’ brand awareness with their target audience, Zorbaz and H2M decided Snapchat would be the best way to promote interest in teens and young adults.

Execution: Fun Filters FTW

H2M’s team worked closely with the brand to create personalized geofilters that were unique to each of Zorbaz’ eleven locations. Because Snapchat was created as a photo sharing app, it was important to keep filters fun and small in order to keep the experience authentic. H2M integrated Zorbaz elements into two themes — holidays and special events — themes that combined a sense of urgency and timeliness with mass appeal.

Performance: Numbers Don’t Lie

With a mix of events, general branding and holiday geofilters, Zorbaz earned 3,664 uses/conversions, 8,502 impressions and 148,565 total views from January 2017 – July 2017.

Why Snapchat?

The Snapchat universe is largely comprised of the oh-so-coveted millennial demographic. It proved to be a place where the Zorbaz brand — already a popular hotspot for teens and young adults — could connect directly with these consumers in an authentic, relatable way using their technology of choice. Currently, Snapchat is also an inexpensive way to reach a large audience, starting at just $5.00 per 20,000 sq. ft. geofilter and depending on the area and how long you want the geofilter to run. With Zorbaz being a well-established, fun brand, Snapchat filters were a great way to show off company culture while increasing brand awareness.