Challenge
Having built a good relationship with Apple Music whilst at Fetch, I recognised they could make some key improvements to their Snapchat templates that would increase their 'swipe up' click-through rates. With this in mind, I proactively redesigned Apple Music Europe & EMEA’s Snapchat templates and produced various static mobile display banners across international markets.
Delivery
I maximised their potential by introducing mobile best practices to make their style feel more native to the Snapchat user experience. I improved brand awareness by reversing the traditional story arc and showing artist content, the Apple Music logo and a call to action all within the first couple of seconds. The upward movements and highlighting the call to action at the bottom of the screen were also important to improving the swipe up rates.
Results
I presented my improved animated concepts to Apple at their London HQ, to which they immediately trialled in the European market. My redesigned template increased click through rates by 60% in the UK and France, which lead them to them expanding the use of these templates into the EMEA markets. Another recognised achievement was an Apple Music Snapchat Italian advert that I produced within a tight timeframe and with no formal brief, subsequently delivering a significantly reduced cost per acquisition, and performing better by approx. 380%.
