28th September 2026: Today, Snapchat launches its first B2B creator campaign as part of Spend Smarter, a new performance platform challenging marketers to rethink the inherited habits shaping where their media budgets go.
Spend Smarter is built around a disconnect in modern media planning: while audiences, attention and opportunities for growth have moved on, too many media plans have not. Drawing on the world of the 90s, the campaign, Snapchat’s first from creative agency Hijinks, uses office nostalgia as a playful reminder of just how much has changed, and asks whether the same can be said for where media budgets go.
The message is simple: the media plan that worked yesterday won’t necessarily deliver the growth of today. If audiences have moved, media plans need to move too.
For Snapchat, there’s a strong case for looking beyond the familiar. With nearly one billion users globally, with the average users opening the app more than 30 times a day on average, Snapchat offers advertisers scale, engagement and performance, delivering approximately 19.3% higher incremental ROAS than the blended incremental return from social advertising overall.
Spend Smarter puts creators at the heart of bringing that proof to marketers. Initially launching across the US and UK, the creator campaign brings together trusted voices from marketing, advertising, business and culture to unpack real Snapchat advertiser success stories, turning customer results into social-first content focused on the marketing decision, the media habit being challenged and the outcome.
Across platforms like Instagram, TikTok and Substack, creators will use the formats and channels that feel most natural to their audiences to explore three core areas: the reach advertisers could be missing, how attention can work harder, and the performance that smarter investment can deliver.
The line-up includes Pretty Little Marketer’s Sophie Miller, Eugene Healey, Farah Nyadu, Joel Marlinarson, Girl Power Marketing’s Annie-Mai Hodge, Grad Girl Marketing’s Ashleen Narula, Matej Lancaric, Carmen Vicente and Brian Blum, with more to be announced soon, who will explore work from clients including Supercell, Clarins, LOOKFANTASTIC, KFC and ASICS. Together, the content will show how advertisers are finding incremental audiences, improving CPA and driving ROAS on Snapchat, running across creators’ own channels and amplified through paid media.
“Doing what you’ve always done is easy. Spending smarter takes a little more curiosity. That’s why we’ve put creators at the heart of this campaign- people who understand marketing, advertising and culture, and know how to turn performance proof into something useful, entertaining and worth paying attention to. We have a strong story to tell on reaching new customers, driving growth and delivering returns, but we want marketers to hear it in voices they already know and trust.”- Harley Ilott, Head of Global Brand Marketing at Snapchat
Spend Smarter has already come to life through live activations, branded trucks and Spend Smarter Live events, and is now expanding through creator-led content that takes the campaign directly into the channels and communities marketers engage with every day.
The campaign follows news of Snapchat’s continued investment in its advertising products and performance capabilities, giving advertisers more ways to put the Spend Smarter philosophy into practice. The recent global launch of Commerce Power Pack includes new features designed to turn product discovery into action and optimise for the outcomes that matter most to advertisers. Advances to Dynamic Product Ads (DPA) use AI-powered recommendation models to surface more relevant products to Snapchatters, with campaigns optimised for Pixel Purchase delivering a 22% improvement in 7-day CPA in a controlled study. DPA is also now available for Sponsored Snaps, bringing catalogue product ads directly into Chat, Snapchat’s most-used surface, where 85% of Snapchatters engage regularly.
