Snap unveils a Cameo partnership, new ad format and more original programming

Comment

Image Credits: Snap

Building on the stream of announcements around creators and AR from its Partner Summit last week, Snap today introduced several more initiatives across advertising and content during its presentation at the 2022 NewFronts. Most notably, the company is launching a new creator program in partnership with celebrity greeting app Cameo, a new advertising product called Snap Promote and a slate of new original programs.

A new global offering, the Snap x Cameo Advertiser Program was built by Snap and created by Cameo for Business. The program allows Snapchat’s video advertisers the ability to partner with Cameo’s top talent to create custom short-form video ads for the social app, the company says. This includes the over 45,000 celebs on Cameo, like actors, athletes, musicians, reality stars, influencers and others. It also potentially offers another way for top creators to make money by connecting them with new advertiser partnerships via Snapchat following last year’s launch of Snap’s Creator Marketplace.

Image Credits: Snap

During its beta phase, Mattress Firm partnered with a range of Cameo talent, driving an 8-point lift in ad awareness, which is 2x the category norm, notes Snap. The Snap Ads portion of the campaign also had a video view rate of 3x the retail category average, it said. Participants in the campaign included public figures, athletes and stars like Erin Andrews, Mario Cantone, Kerri Walsh Jenning, The McFarland Family, Lyanna Kea, Davina Potraz, Mary Fitzgerald, Johnathan Taylor, Ron Harper and Shareef O’Neal. However, few of these are established on Snapchat, instead favoring platforms like Instagram and TikTok.

Other tests from Kraft and Molson Coors were also run during the beta, Snap says.

Another new announcement emerging from the NewFronts is a new Snap advertising product, Snap Promote. This solution is aimed at content partners on Discover, offering a way to expand beyond their organic reach with Snapchat’s For You feed on the Stories page. The ad product, which is already integrated with Snap’s Ads Manager, was recently tested with the NFL, which resulted in 7x as many Snapchat users, on average, subscribing to the NFL profile on Stories.

Of course, the NewFronts are also a time when businesses pitch their latest content to media ad buyers, not just their programs and features. Here, Snap announced a slate of new original programming, noting that over 80% of the U.S. Gen Z population had watched at least one Snap Original last year.

Image Credits: Snap

Among the shows announced were the following (in Snap’s own words):

  • ARING SIMONE BILES — Simone Biles, winner of 32 Olympic and World Championship medals and one of the best athletes of all time, is taking all-new risks trying things she’s never done before, from beekeeping to DJ-ing, to prove she is as fearless off the mat as she is on.
  • LA’RON IN A MILLION — With one of the fastest-growing accounts on Snap, social media star and NAACP Image Award winner La’Ron Hines became a sensation with his hilarious “Are You Smarter Than a Preschooler” videos, and must now find a way to balance his life back at home with his LA dreams and rapid rise to fame.
  • RECLAIM(ED) — Snap’s first Canadian Snap Original dives deep into today’s Indigenous culture with hosts Marika Sila and Kairyn Potts, as they reframe and reclaim cultural traditions and social issues from a Gen Z point of view. From Indigenous-owned and controlled production company Eagle Vision, this new docuseries led by Indigenous creators stars a roster of up-and-coming Indigenous talent.
  • RUN FOR OFFICE (docuseries) — This documentary series follows eight Gen Z and millennial political candidates — from across America, across the aisle and across the spectrum of local offices — as they seek elected office in the 2022 primary and general elections. Produced in collaboration with Snap’s Policy Team and inspired by the success of Snap’s Run for Office mini that helps Snapchatters run for local offices across the country.

The company said it’s also renewing “Charli Vs. Dixie,” featuring the TikTok stars, along with “The Me And You” show, which uses Snapchat’s own Cameo technology (not to be confused with the celeb app) to turn Snapchat users into the actors in shows the film with friends.

Snap additionally said it has extended its content deals with the NFL, NBA and WNBA after 205 million people watched sports content on Snapchat in 2021. And, for the first time, the NFL and NBA will collaborate with Snap on a number of Spotlight Challenges for its in-app TikTok competitor, Spotlight, in the year ahead.

Amid growing concerns about the brand-safety aspects of social media content, Snap promoted its ongoing equity partnership pledge as a means of showcasing why its platform should be in media buyers’ considerations.

Snap said it’s working to highlight content from a diverse community across its original programming. Partners who make the pledge commit to a variety of inclusivity initiatives including diverse staffing both on and off camera as well as organic partnerships with advocacy groups. Already signed up for this are partners: Bunim-Murray Productions, Eagle Vision, Future Studios, Kids at Play, Leopard USA, Liquid Light, Maven, NEO Studios, Ovrture, Portal A, Propagate Content, LLC, Propagate Content’s Big Breakfast, Unanimous Media and 44 Blue Productions, a Red Arrow Company.

Image Credits: Snap

The company also revisited some of AR shopping announcements from last week, including its in-app virtual try-on experience called Dress Up, its 3D Asset Manager improvements, Camera Kit for AR Shopping and more. Snap said that over 250 million Snapchatters have engaged with AR shopping Lenses more than 5 billion times since January 2021, which is another way for brands to participate on its platform.

More TechCrunch

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

1 day ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

1 day ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?

Strava announced a slew of features, including AI to weed out leaderboard cheats, a new ‘family’ subscription plan, dark mode and more.

Strava taps AI to weed out leaderboard cheats, unveils ‘family’ plan, dark mode and more

We all fall down sometimes. Astronauts are no exception. You need to be in peak physical condition for space travel, but bulky space suits and lower gravity levels can be…

Astronauts fall over. Robotic limbs can help them back up.

Microsoft will launch its custom Cobalt 100 chips to customers as a public preview at its Build conference next week, TechCrunch has learned. In an analyst briefing ahead of Build,…

Microsoft’s custom Cobalt chips will come to Azure next week

What a wild week for transportation news! It was a smorgasbord of news that seemed to touch every sector and theme in transportation.

Tesla keeps cutting jobs and the feds probe Waymo

Sony Music Group has sent letters to more than 700 tech companies and music streaming services to warn them not to use its music to train AI without explicit permission.…

Sony Music warns tech companies over ‘unauthorized’ use of its content to train AI

Winston Chi, Butter’s founder and CEO, told TechCrunch that “most parties, including our investors and us, are making money” from the exit.

GrubMarket buys Butter to give its food distribution tech an AI boost

The investor lawsuit is related to Bolt securing a $30 million personal loan to Ryan Breslow, which was later defaulted on.

Bolt founder Ryan Breslow wants to settle an investor lawsuit by returning $37 million worth of shares