Snapchat’s “Say It in a Snap” campaign debuts in Australia, emphasizing everyday communication on the platform through user-generated content. The integrated campaign utilizes real Snaps to showcase genuine interactions among the platform’s 8 million Australian users, per Mi3.

“The ‘Say It in a Snap’ campaign shines a light on how people truly use Snapchat – to share real, unvarnished moments with their closest friends and family, which bring them daily doses of joy,” Ryan Ferguson, Managing Director of Snap Inc. ANZ, said in a statement.

The campaign is launching in two distinct phases. The initial rollout includes out-of-home and digital video advertising designed to capture Snapchat’s spontaneous aesthetic. Ad creative reflects the platform’s characteristic in-the-moment spirit, targeting a community that includes more than 90% of Australian Gen Z users.

Phase two focuses specifically on food-sharing in friendships among younger Australians, further exploring connections formed through the platform.

Brand Partnerships and Experiences

Brand collaborations form a central component of the Australian campaign, with Guzman y Gomez and MECCA featured prominently. These partnerships demonstrate how Snapchatters engage with brands on the platform.

The campaign incorporates various marketing strategies, including advertising, influencer marketing, and experiential elements. It will conclude with a brand experience in Sydney featuring custom ButterBoy cookies through a ‘blind box’ giveaway.

The Australian launch is part of Snap’s global ‘Say it in a Snap’ brand campaign, which comes as the company reports significant user growth. Snap recently announced reaching 900 million monthly active users worldwide, up from 850 million in August 2024.

This expansion follows Snap’s introduction of new advertising formats at its 2025 IAB NewFronts presentation, including enhanced Sponsored Snaps and AI-powered campaign management tools that have contributed to a 60% increase in total active advertisers.

The company reports its direct response business grew 14% year-over-year in Q1 2025, now representing 75% of total advertising revenue.

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