If you’re a brand that wants to speak to Gen Z and you’re not on Snapchat, what are you doing? We have Snapchat to thank for the mass adoption of augmented reality. It’s the reason everyone is currently sat at home trying on ‘guess the gibberish’ and ‘which Disney character am I?’ filters. Here to tell us why AR lenses are the phenomenon they are is Snap Inc’s global director of creative strategy, Will Scougal. Before Snap, Will was head of brand strategy at Twitter. In this episode, we reveal what brands can achieve with immersive ad experiences, why Snap is determined to democratise AR and why inclusivity has been key to the platform’s success. Snap Inc has been named the most innovative company of 2020 by FastCompany and now with the DIY Lens Web Builder, a promised $750,000 to AR influencers this year and optimistic revenue and user growth in Q1, it seems this is no lucky streak for Snapchat but years of consistent innovation and a strong USP finally paying off. This episode gives you an inside look at the creative strategy of Snapchat - now the go-to platform for direct-response advertising and Social Minds’ favourite comeback kid.