SCARYMOMMY X SNAPCHAT

Scary Mommy is one of the largest, most influential and trusted sources of entertainment and information for millennial moms online. I joined Scary Mommy as a motion designer and built the brand for its Snapchat Discover Channel from the ground up. For Scary Mommy, joining Snapchat Discover was a challenging decision, as the demographic that used Snapchat was simply not interacting with other parts of the brand before we launched. However, we took this challenge, and carved out a space for the brand on the platform, by bringing our signature voice and a beautiful design aesthetic. Since then, Snapchat Discover became a place to reach a completely new and younger audience, as well as being a venue for the team to explore and experiment both in design and storytelling. Scary Mommy on Snapchat Discover platform has seen rapid growth in subscribers since its launch in 2018. Now it has 3.6 million global subscribers and even during this volatile time, it's overperforming with an average of nearly 500m unique views a month.

Role: Design, Motion Design

Agency: Some Spider Studios

Collaborated with:

Motion Lead, Editor

Executive Producer, Motion Designers

The Goal

Drive brand awareness and reach target audiences on the platform.

The Challenge

Launching parenting brand content on Snapchat, a platform primarily composed of a younger user demographic, presents the challenge of adapting our strategy to resonate with audience effectively.

Research

Researched major competitors to gain insight into their marketing strategies and identify potential opportunities where we can out-perform them.

The Solution

Strategy Tweaking

Adjust the content strategy to align with the interests and concerns of young parents or soon-to-be parents.

Motion Graphics

Snapchat is a visually driven platform. Utilizing motion graphics to maximize the opportunity for viewers to engage more deeply with our content, thereby enhancing user engagement, interaction and lead to increased user loyalty.

Interactive Engagement

We employ interactive features native to Snapchat, making our content not only informative but also fun and engaging. This includes utilizing features like polls and Q&A sessions to encourage our audience to actively participate in the content, ensuring an enjoyable and appealing experience.

Analytics

We leverage performance data to gain insights into our audience's needs, preferences, and behavior, enabling us to formulate a comprehensive content and design strategy that incorporates best practices for continual improvement.