Abstract

The case “Can Snapchat’s Gen Z Appeal Translate into Advertiser Interest and Growth in India?” examines the US-based technology company, Snap Inc. (Snap)’s strategic efforts to strengthen its position in the Indian digital advertising market. The case begins by tracing Snap’s evolution from a messaging application to a creator-led advertising platform, highlighting its investments in developing localized content, forging creator partnerships, and creating innovative advertising formats. The case also examines how Snap positioned itself against established digital platforms by emphasizing interaction, attention, and experiential advertising. In the late 2010s, as India emerged as Snap’s largest user base globally, the platform sought to leverage its strong presence among the youth, its creative ecosystem, and Augmented Reality (AR) capabilities to attract advertisers seeking deeper consumer engagement. The company took initiatives to attract creators to the platform, provided innovative advertising tools and launched marketing campaigns to reach advertisers. Despite significant efforts, Snap faced many challenges in garnering advertisers’ attention in the country. While advertisers acknowledged the platform’s effectiveness in generating awareness and engagement, particularly among Gen Z, they believed that there were critical issues with measuring their returns on investment (RoI) on the platform that needed attention. Could Ankit Goyle (Goyle), Head of Marketing at Snap’s India unit, effectively differentiate Snap’s offerings in the highly competitive Indian digital advertising space?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Examine how platform businesses position themselves and target a specific demographic segment
• Identify factors that differentiate a platform business and provide it with a competitive advantage
• Analyze how a platform business leverages network effects to generate revenue
• Design targeted B2B marketing strategies to attract advertisers and brands to a platform business

Keywords

Ephemeral Messaging; Gen Z Marketing; B2B Advertising; Marketing Funnel; Social Media; Platform Strategy; Creator Economy; Marketing Communications; Mobile-First Marketing; Social Media Advertising; Brand Engagement; AR Lenses; Youth Marketing; Business Model; Platform Monetization; Segmentation; Targeting.Positioning; Snapchat; Social media; Millenials; Monetization; Differentiation; Traditional Marketing Channels; Value Proposition; Engagement Strategies; Measurability Tools;