Culinary Curiosity, From Social Feed to Snapchat Discover.

Food Network aimed to grow its Snapchat Discover audience, focusing on younger viewers who were already active on Instagram and Facebook. The goal was to drive cross-platform engagement while maintaining a seamless, natural user experience.

To achieve this, we designed a campaign that leveraged both culinary curiosity and timely cultural moments. Short-form video content formed the backbone of the strategy, crafted to feel native to each platform while encouraging users to explore Snapchat Discover.

Tactical ad placements were selected to capture attention without feeling intrusive, guiding audiences across platforms in a way that aligned with their interests and behavior.

Custom creative formats were developed and rigorously tested for cost-efficiency and audience engagement. Real-time performance monitoring allowed for ongoing optimization, ensuring that campaigns could be adjusted during high-competition periods, such as Black Friday.

Metrics were tracked closely to measure follower growth, click-through rates, and cost per acquisition, providing clear insights into the effectiveness of the strategy.

The campaign successfully increased meaningful Snapchat followers, strengthened engagement across content, and reduced acquisition costs, demonstrating that thoughtful, data-informed creative can drive measurable platform migration. Every decision, from content creation to ad placement and optimization, was guided by audience behavior and platform trends, ensuring the campaign resonated with the intended demographic.

This case illustrates the value of combining creative storytelling with strategic media planning and real-time optimization. By understanding audience habits and testing formats for maximum impact, the campaign not only met its performance goals but also reinforced Food Network’s presence among younger viewers across multiple digital channels.

The approach shows how paid media campaigns can achieve measurable ROI while supporting broader brand growth objectives.