 So who is in? Our next speaker, well, he's currently building Snapchat's partnership with global and local brands and marketeers across the world, as well as building local teams on the ground. I'm delighted to welcome senior manager international expansion Snapchat, Dante Dejico, who's speaking on the topic, creating brand love for the Snapchat generation. And he's here joining us early in the morning in LA. So all right, good morning there. How are you doing? I mentioned how are you doing? Good afternoon for you guys out there. It's a pleasure to be on and joining with you guys and speak with you guys today. And Dr. Braccia, how are you doing? It's great to see you, Dante, after a long time. It's been a while. Good to see you virtually. Last time we met was physically in February last year, but good to see you virtually. Look forward to your presentation. Dante is charged up. He's got a good sleep in his early and up in the morning and he's gonna take us to the journey. So Dante, over to you, let's roll. Awesome, thank you so much. And perfect, perfect way to start the day with all you guys. Alrighty, sharing my screen. And let's make sure, can you all see my screen okay? Yes, yes. Okay, great. Well, first of all... Oh, sorry, I'll move this down here. So first off, thank you guys all for having me today. Thrilled to walk through with you guys kind of the latest and greatest on Snapchat, creating brand love for the Snapchat generation. We just unveiled a lot of our... This is actually a great time because we just unveiled a lot of our product updates at the Snap Partner Summit last week. And I'm thrilled to share some of those latest and greatest updates with you all today. And I think at first, even though, the long ways away from you all in LA today, our hearts do go out to India and its people, including our Indian team members, partners, the community, those with family and friends in India who've been impacted by the tragic second wave of COVID-19. We're definitely thinking about you and sending our well wishes to everyone out there today. To jump in right now, love at first to kind of walk through the early days. This is a quote from our CEO, Evan Spiegel, that Snapchat isn't about capturing the traditional Kodak moment. It's about communicating with the full range of human emotion, not just what appears to be pretty and perfect. So from the beginning of the company's history, we knew that people experienced difficulty expressing themselves through text. And with the camera talking with pictures, all of that disappears with visual communication. Friends and communities wanted a faster, more expressive, more involvement, express and communicate, and Snapchat was born from that need. And even on a personal note, I went to college, I went to university with the founders of Snapchat, Evan and Bobby. So I kind of experienced this firsthand and using Snapchat in the early days. And I love including what's on the left, that's our UI from back in 2011. Snapchat obviously looks very different today, but it's great to see kind of how far we've come on even the look in the field of product as well. But today, we are, let's see, oh, little, sorry, looks like maybe a little technical difficulties, there we go. But today, we're here to talk about the future. And we're all wondering what does the future look like? And to do that, we wanna look no further than young people, Gen Z and millennials. It's going to look, the world is gonna look the way young people want it to look and these generations do. And how do they see it and what matters to them? This generation is the one driving change. This seems, this generation is driving the changes that will shape really the next decade. And these are the people that make up the Snapchat platform overall. I would like to introduce you to the Snapchat generation. And right now I love to play a video that kind of shows the beautiful characteristics of our very large, diverse and vibrant user base across the Snapchat platform. Snapchaters are different. Best happy, positive, creative, dynamic. They're unlike any other users of other social media platforms. I admire how comfortable they are expressing themselves in all areas of their life, not just the most polished, glossy, prepared moments. Whenever you open Snapchat, it's like a little burst of joy. Making everyday moments better. The Snapchat generation is hyper-engaged. Instead of texting, they snap. Happy Monday. Good morning. They practically live on Snapchat. It allows people to tell their stories in the way they want to say it's best. I was like, Snapchat just lends itself so perfectly authentically to word of mouth. Yeah, Snapchatters like it. They share it. The joy interacting. And that makes it more powerful when they share it with their friends. We can get up close and personal just like this and really talk to our audience one-to-one. No longer about engagement. It's actually about interaction. We work with Snapchat to put a helmet on your face, to put on a virtual jersey. Those things you dream of in your mind, they bring it to life. Snapchat generation, it's really revolutionizing the way that we communicate with one another. That Snapchat generation, it's fueling the future. This is the audience that we reach today. This is the audience that we need to continue reaching for the next 100 years. Snapchat was built for what matters. This generation is driving the future. The Snapchat generation today is 265 million daily active users strong. That is 22% year over year growth from Q4 in 2020. So we've seen tremendous growth over the last year. Unlike other apps that open to a feed, Snapchat opens to the camera, which is the heart and soul of the experience. This is where people communicate visually. The way they like it where people share five billion snaps per day on the platform. You can add GIFs, stickers, Bitmojis, all kinds of contacts and expression to your snaps right there in the camera. And over the last several years, our camera has gotten smarter, ushering in a revolution of augmented reality, which I'll talk about later in the presentation. And additionally, we was just announced at our Snap Partner Summit last week, we have seen over 100% year over year growth in daily active users in India in each of the last five quarters. So seeing tremendous growth, a tremendous growing user base in India that we're thrilled about and thrilled to grow with all of you. Now, what does Snapchatters do? Let's look at their engagement. There are over 30 plus app opens per user per day on the platform, with an average of 30 minutes time spent per user per day. So seeing tremendous engagement with our user base. So not only are these 265 million users coming onto the platform on a daily basis, but they are highly engaged with the platform and using it throughout the day. Snapchat has truly become a communication tool for people to speak with their close friends and family. And we've seen that trend even accelerate over the last year, where people cannot be physically together, but Snapchat has truly brought them closer together. Now let's look at the full Snapchat experience. I'm gonna take you through a super quick single slide tour. You can take what you do in the camera and chat with your friends or pose it to the map to share a real time view of what's happening. You can add it to your story to keep friends up to date or sit back to watch and learn on Discover. Mobile video consumption is a way up among young people. We see a massive increase in Discover video consumption over 80% growth year over year. Because of that, professional content creators and studios are using our tools to tell their own stories, full screen vertical. We partner with some of the most talented news organizations in the world to distribute content that is accurate and timely. And in India specifically, we have now partnered over the last couple of years with several local publishers producing content both in local languages for local audiences throughout the country. You could also post content on the spotlight. Our new platform that just recently launched in India to participate in a bigger world of creative talents. This is the newest edition of Snapchat and it features the most creative and engaging content from our community while upholding our strict safety guidelines. Now speaking of safety, this is something where when I personally joined Snapchat in early 2015, on Venice Beach when we were still very much a startup, that was a time when we didn't have a big formal orientation, new hire orientation process. We kind of got our laptops and we're told we're ready to go and start tackling problems and building this platform out. However, the first thing we did have was a full immersion and a training for every new employee on safety and privacy. So from the early days of the company and the platform, safety and privacy has been very much ingrained in every aspect of the product, how we think about our users and what we do and what we build. We never had to retrofit our platform to solve these things for later. We designed Snapchat to uphold safety and privacy principles. And those principles are delete by default. We pioneered ephemerality, messages that disappear after you send them, just like normal conversations in real life do. No public comments, no space for misinformation or toxic behavior to spread. No town square mentality, clear and enforced guidelines. We continue to lead the way with our privacy and safety practices by publishing guidelines that real people can understand. When they're broken, they're spotted by people and machines and they're dealt with quickly. We could spend hours talking about this and we, but for now, the safety and privacy is very much in our bones. Now pause for a second to let you take this in. We are leading truly the augmented reality revolution. We are seeing over 30x AR usage per day per person, over 200 million daily augmented reality users and 1.5 million lenses created in Lens Studio to help you get a sense of scale. AR is a daily habit on Snapchat. That's because it goes beyond the vomiting rainbows of years past. AR is the point of true immersive experience. You could transform your face and your space. You can play with animals who sit on your shoulder. You can light up the night sky. We create some of these experiences internally and do independent creators create them around the world. And Lens Studio is our creative developer platform. Brands are tapping into this in huge numbers nowadays as AR is proving to solve business problems and we'll get to that in a minute. Now let's talk about India and AR. AR adoption is tracking with the mobile usage boom. By 2025, this is per a study from Deloitte, about 40% of the Genzine millennial population in India will be frequent users of augmented reality. 73% of people successfully identify AR when they see it. But when talking about it, they have a hard time defining or describing what it is. 64% of Snapchatters in India and across generations use AR to have fun. The majority are discovering AR through social and communication apps. AR is generally seen as a toy, like all products initially, you know, initially on digital art, but 81% of people expect and desire to be used a practical tool in their everyday lives. And this is a big one, interacting with products that have AR experiences lead to a 94% higher conversion rate for brands. We fundamentally believe that every business needs a camera strategy. Ultimately, we don't just wanna be your advertising partner or just want you to come help with cool face filters. We wanna truly transform the way that you use the camera across your business to solve real problems. Sometimes that's with the marketing team. Other times it's with operations or merchandising. We can help you deliver fun, useful, convenient commerce experiences for your customer. We have the largest community of augmented reality users. This far off future of AR being integrated into our daily lives is here now and is embedded into the culture of the Snapchat generation. Brands and people connect better with AR experiences. In brands according to the study, brands are 50% more likely to be considered if they have a branded AR experiences. Snapchatters are 23% more likely than non Snapchatters to share brands AR experience with their friends and family. And then it should come as no surprise based on kind of the stats I was giving before where you see the tremendous amount of engagement with AR on our platform. It's not just this kind of one-off feature. It is a truly ingrained into the core use case of our platform by and is very much become a platform in and of itself. AR builds consumer confidence. 75% of Snapchatters shoppers agree that AR gives them more confidence about product quality. And over half of people want to use AR technology to assess products allowing for risk-free trial trial before you buy experience. Nearly three in four customers say they're willing to pay more for product that promises the total transparency that AR can provide. And returns are a $550 billion problem which AR can help fix. AR guided purchases led to a 25% decrease in returns. So not only can AR create an incredibly engaging experiences for users it can also truly help to build brand love and lead to direct business results for you. Here's some examples of what AR can do right now on Snapchat. You can help your audience try on from anywhere with highly realistic product trials. The demand for virtual try-on is pretty incredible as people avoid dressing rooms in retail stores especially over the last year. This preference isn't going anywhere and we're seeing more and more product categories innovating in virtual spaces to make this happen for their products. Here you're also seeing shoes and makeup but you can also do nail polish on your own fingers, glasses, bags, et cetera. And then there's at home showrooms. Your customers can turn their living room into a place of inspiration. Some clients come to us to set up virtual stores and showrooms. There's much more where this came from but hopefully you can have a taste of what matters to the Snapchat generation why they matter to you and the opportunities you have when you come to us for your marketing goals this year. Now when you look at the platform holistically take your step back beyond just the camera. Your content is also part of the Snapchat experience. It shows up in the camera in addition in Brit with branded lenses in addition to in between content with vertical full screen ads. Both are designed to inspire an action. Let's check out the content and video side. As Snapchatters are digging into their favorite content they're also absorbing brand stories. Our full screen immersive content is the perfect home for brands to tell their stories. Brands are doing so with high res beautiful videos. You can see the significant contrast between our video ads here on the slide both the experience and the results. Engagement is very high on average 30 minutes spent consuming discovered video where ads are expected to be non-stippable. In addition, 50% of Snapchat's business now is direct response. This surprises a lot of people and a lot of brands in particular. The surprise may be driven by the misconception that ad units like AR lenses are just for big splashy brand moments rather than always on lower funnel objectives. In addition to video, we've built out the platform to support every ambition you have across the full funnel. Let's talk about how your brand's content would live on Snapchat. Right here, you're seeing a circle for a reason. We think of our funnel as an infinite loop with those ad types in the middle supporting a brand's journey around and around. And we also think that beyond the funnel what brands need is attention, good quality human attention to inspire action. Our ad products are built to serve all objectives and they work together. You can use augmented reality lenses to build awareness but serving them in coordination with Snap ads, building impact. And then there's the magic of friends that inspires this loop. If you share a snap trying on, let's for example, a new pair of Nikes or Adidas and say, I'm getting these and your friend has a light bulb moment that they need those sneakers too. The loop starts over again. So you're able to build a brand while enjoying highly performing ads. Now let's look at some success stories on Snapchat. One from global and one from India which shows the true power of augmented reality and video and how they've driven results for two very different brands. Visible is the first all digital wireless carrier. The promise that we're trying to deliver here as visible is to be able to give people something that's easy to understand and easy to use. $40 a month and limited everything on Verizon's 4G LTE network. We decided to launch Visible, the brand and the business together with Snapchat as a partner because we found that the type of audiences we were looking for was already on Snapchat. For Visible, the ideal audiences are GenC and millennial. So it's really important for us to be on Snapchat. What is different about Snapchat's app format is that you have a variety of really immersive video experiences. Commercials are a great way to kind of show your brand in a different light. It presents a lot of unique opportunities from a creative perspective. When we are making our creatives, it is shot for mobile first. We're doing vertical videos differently versus the horizontal videos. We did a lot of commercials with Snapchat and I think it resonated so well both with our members as well as with the Snapchat audience more generally because it felt so native to the Snapchat platform. It didn't come off as authentic. We wanted to make sure we were providing something that was funny, something that kind of sparked interest and not just an ad that got across the brand proposition. We define campaign success with efficiency in terms of traffic and scale. Snapchat is one of our top performing platforms. So helping us get unique people to the site and see what we have to offer and explore it more and helping them drive through that marketing funnel. We're looking for the appetite on the part of the partners at Snapchat to also innovate with us. That means risk-taking. That means doing things that have never been done before. The type of tests and learning that we're doing together with Snapchat team really pushes visible to also be just as innovative in the mobile space. That's why we really look to Snapchat when we first take it to the market. And now lastly, I'll walk you through the success story from OnePlus, which ran with us late last year. And that's it. So we really hope this conversation with you all was helpful to walk you through connecting with the community that's driving change, helping you build brand love with the Snapchat generation. So thank you all for letting me spend time with you today. It's been a pleasure and hope to see you all in person soon. Yeah, and Dante, I just want to ask you a question. Not part of the script, but quick question. What I saw was fantastic. I was glued on clearly our community of marketers and brand managers and brand custodians would get some ideas on how to leverage our platform. But tell us what is the one change that has come in the last few months because of COVID? While these are very recent examples, especially in the last eight, 10 weeks. For example, how have you contributed to public health or vaccination? And overall, what is that one big shift that has happened in the way consumers or Snapchatters use Snapchat? And then logically, the advertiser's leveraging on the platform. Yeah, so yeah, thanks. That's a great question. So I think first of all, a big part of the themes that we've built with our platform over the years really set us up well for this moment, right? Like we've been building augmented reality products since 2015. We've always been since the founding of Snapchat, a product to bring friends closer together by through ephemerality, creating the closest thing in digital to real life interactions and communications because you can live in the moment without worrying about the conversation living forever. So I think that those two traits of that kind of like immersive augmented reality experience and the ephemerality of the platform, which are things that we've been building for a long time for years, really helped drive engagement. And I think our community, the Snapchat generation really loved using those, particularly over the last year, as people couldn't be physically together. And I think on the broader stuff, like Snapchat will talk more about that probably in a later time, but we are doing a tremendous amount of community efforts amid the COVID environment. I think that caring about our community has definitely been a significant value for our company since the early days. And that's been very evident and very inspirational honestly, kind of throughout the COVID times as well. Thank you so much. Dante, look forward to more interaction both face to face virtually. We have a very big one coming. We have Scott from Strawberry Frog and really we're looking forward to the address. So thank you so much Dante, virtual applause. God bless you. Keep making things so much even interesting. And it's always about visual impact. Thank you so much. Fantastic. Great seeing you today and thank you all.