Snapchat has launched a new campaign focusing on how it is different to other social media outlets, as it emerged that it is making 10% of its workforce redundant.
The decision will see around 530 employees lose their jobs, with most expected to leave the company in the first quarter.
A Snap spokeswoman told Sky News it was unable to confirm at this stage if any of the 500 workers at its London offices would be affected.
The campaign video centres on how other sites focus on garnering likes, rather than connections, and can spur divisions and misinformation.
It then highlights how Snapchat is focused on sharing moments with friends, rather than endless scrolling of a public feed. It ends with the phrase “Less social media. More Snapchat.”
In the UK, iconic taxis will be wrapped with the phrase.
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The campaign will include bold OOH placements along popular roadways and high traffic locations in cities including New York, Los Angeles, Atlanta, Denver, Dallas and Philadelphia.
It will also be accompanied by a full page advert in The New York Times’ Sunday Times’, as well as takeovers on their digital platforms.
“Snapchat was built differently from the very beginning as a place where people can be their real selves with their real friends. With this campaign, we want to show the world exactly what Snapchat is not,” said Snapchat chief creative officer Colleen De Courcy.
“We are shining a light on the unfiltered, bright yellow world of Snapchat, where people can easily share what matters to them in the moment, with the people that matter to them the most.”
