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BNP Paribas and Snapchat: how & why

BNP Paribas is the first European bank to enter into a global partnership with Snapchat to strengthen its closeness to Millennials and its positioning on social networks. A strategy to communicate with new customers and new employees

26 Sep 2017

Famous for being the application that allows to record and send videos that ‘self-destruct’ within a few hours, Snapchat is today one of the most important social media, a benchmark for visual communication with a community of 158 million daily users watching more than 10 billion videos and a daily exchange of more than 2.5 billion photos worldwide.

It’s one of Millennial’s favorite networks, chosen in particular by the youngest segment, the so-called Z Generation, for those born from 1998 to today.

It is therefore groundbreaking and smart as well that a company future-oriented, aiming at spreading its brand to tomorrow’s potential customers, decides to adopt a social media strategy that includes even Snapchat.

This is the choice of BNP Paribas, the first European financial services group: enter into a global deal with Snap Inc., the parent company of Snapchat.

” This strategic partnership is embedded in that positioning and diversification strategy in the digital media ecosystem that we have been pursuing for several years (editor’s note, the company is on LinkedIn, Twitter, Instagram, YouTube, Pinterest). Our challenge is to be wherever our millennial target is, “speaking” likewise. They’re our future colleagues and customers.” said Bertrand Cizeau, communications manager of BNP Paribas group.

BNP Paribas had already landed on Snapchat in 2016 with the #CampusStories project, a guide that invited French college students to discover 8 campuses abroad through channel content. An amazing success: in 8 days #CampusStories has generated 3 million views and 100,000 have subscribed to its channel. Again in 2016, BNP Paribas launched Snapchat Recruitment Week, an Employer Branding Initiative – focused on potential new employees – involving its staff in daily moment sharing providing also advice on how to work for BNP Paribas.

After two living proofs of Snapchat power and communication strategy, to reach a global agreement was a short road.

There are many elements in this agreement: from the launch of new BNP Paribas campaigns with innovative style like #CampusStories, taking advantage of events such as the Roland-Garros tennis tournament and the release of “Valérian” around theaters, up to a more technical and specific activity, such as the creation of exclusive animated filters, geofilters and innovative SnapAd (advertising).

” We’re proud of our partnership with BNP Paribas and happy as well to strengthen our collaboration around Snapchat’s potential and our creative solutions. Together, we will take the opportunity to enable BNP Paribas to boost its position as a benchmark bank for Millennials “, said  Emmanuel Durand,  general manager of Snap Inc. France.

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