Family Center

THE STORY

In today’s world, there’s an urgency to give parents and other thought leaders tools/information for parents and their teens. we introduced an in-app center that gave parents visibility into their teens’ friends list and who they have messaged in the last 7 days, letting parents easily report accounts who their teen has messaged. 

With a focus on parents, we wanted to strike the right balance between parents’ and teens’ needs to provide safety tools native to Snapchat. Our GTM plan took an on and off platform approach to educate parents around the below pillars: 

• Why safety is so important to Snapchat

• Why Family Center can help keep teens safe on our platform

• How to actually use the new feature

ROLE: Global Marketing Lead

Built out campaign strategy, managed in-house marketing and creative teams and acted as the direct liaison with Snapchat’s paid media agency.

RESULTS

On and off platform campaign with a focus on meeting parents where they are and talking to them in a way that wasn’t pushy or inauthentic.

+ 4,000+ press hits globally including ABC News, Bloomberg, NPR, NY Times, The Verge & Daily Mail

+ Paid partnership with Scary Mommy & The Dad

+ Increased likelihood that parents would trust Snapchat to care about their teen’s safety

+ Increased likelihood that Family Center empowers parents and teens, while protecting their autonomy and privacy

*For privacy reasons, quantitative results can be discussed upon request.