NZME is growing its social media capabilities by partnering with Mish Guru to deliver innovative and creative Snapchat solutions for its brands and clients.
The New Zealand company’s software allows the NZME brands to curate better content, effectively manage users and provide analytics on the success of the content.
The software allows advertisers to work closely with NZME brands to create campaigns that run through various Snapchat channels, with Radio Hauraki, ACC (Alternative Commentary Collection), Flava and ZM being the brands primarily using it, given the demographic of their listeners are the most active on Snapchat.
It was a point made by ZM DJ Cam Mansel when he told StopPress earlier this year: “We still get the occasional call and text, but our show is targeting a younger audience so it makes sense to use Snapchat rather than getting them to call an 0800 number—that seems a bit dated.”
Mansel was talking about the ZM Snapchart, the nightly countdown of listeners favourite songs with votes coming through Snapchat.
With NZME no stranger to Snapchat, general manager of brand engagement Sarah Catran says the partnership with Mish Guru empowers NZME's brands to deliver effective and measurable campaigns for clients.
“Not only does the software make it easier for our team to generate Snapchat content, it allows us to provide analysis back to clients and measure success. Knowing what works and what doesn’t when it comes to such an important audience engagement medium is invaluable to not only our own brands, but to our clients as well.”
Mish Guru supports better content management and campaign analytics, with easily trackable content. The software adds an element of analytics and valuation enabling advertising brands to understand precisely what value their Snapchat campaigns carry.
Already, the partnership has been leveraged for a campaign to promote the launch of Game of Thrones season seven via ZM. It saw the creation of a custom lens and the radio station received over 750 Snapchats within 24 hours of it being available. Those that sent a snap went into the draw to win a smart TV.
Mish Guru’s head of business development in Asia Pacific, Mike Mullins, says NZME has been pushing out some stellar content across its various Snapchat platforms and this partnership will allow them to take content curation to the next level.