At PI LIVE Europe, Point2Web hosted the “Snapchat Garden” on the terrace, offering attendees a space to unwind, network, and explore AR features. The agency, which partners with brands like Walmart, Norton, and 888Casino, combines performance marketing with creative and strategic advertising solutions tailored to its clients’ needs.
Hello Partner sat down with Nadiia Safontseva, Client Partner at Point2Web, to discuss the agency’s partnership with Snapchat, its approach to customising strategies for diverse clients, and upcoming plans for 2025. Scroll to the bottom of the page to watch our full interview with Safontseva.
Sol Wilkinson: Nadiia, it's great to have you here. How have you found the show so far?
Nadiia Safontseva: I really love it. It's the first time that Point2Web has attended this kind of show. We’ve got new leads from direct advertisers that we were looking for. So, we are looking forward to attending more shows from Hello Partner.
SW: Amazing. And Point2Web brought a cool initiative to the show this year. You've got the Snapchat garden out on the terrace. Could you explain a little bit about what that is and walk us through it?
NS: Yeah, we have a great branded Snapchat garden by Point2Web. It's a chill atmosphere for attendees to listen to music. We have a DJ from noon, so you could relax, get new contacts, and do some networking. Also, we will share our insights from the platform.
SW: How’s it gone out on the Snapchat garden? Have people enjoyed it? Have you had a good time?
NS: Yeah, actually, people have enjoyed it. We’re able to take pictures with AR lenses. We had a photographer yesterday, but today we have our great team. We also have a frame with a great view of Tower Bridge, so we got a lot of pictures with tags of Point2Web.
SW: I'm curious to learn a little bit more about Point2Web’s partnership with Snapchat. How did that come about and how has it evolved?
NS: Our partnership with Snapchat evolved into something really great. It makes it possible to accomplish creative and modern formats of videos with AR lenses, combined with our performance marketing capabilities. It has made a great impact on ads, so you can see the growth of campaigns and measurable results for clients.
SW: Could you suggest one piece of advice for brands who are working with Snapchat?
NS: Yeah, sure. Snapchat has a younger audience from 14 to 34, and that audience reaches Snapchat 30 times per day. So we advise you to do quick, creative content. They love video, AR lenses, and modern, short videos. So that's my advice: do short, interesting, modern, and quick content.
SW: I'm curious to learn a little bit more about Point2Web's diverse range of clients. How do you customise strategies for all of your different types of clients?
NS: Yeah, at Point2Web, we have a full strategy for each client. We customise it depending on their needs. We research the client’s needs, KPIs, and target audience, and then we offer the best way to promote them. For example, for GTC clients, it will be great to have Snapchat and Google, along with some formats of creatives we could prepare for them. After deep research, we offer the next steps, like media plans, creatives, and performance.
SW: Moving into 2025, what does Point2Web have planned for next year?
NS: Our plan to be the ultimate marketing powerhouse is to have some innovative data instruments, and a creative studio, and to develop our partnerships with Snapchat, Google, and Microsoft to give the best service for our clients and empower them on the digital surface.
SW: Amazing. Well, it's been a pleasure talking to you, Nadiia. Thank you for coming to the show.
NS: Thank you very much.
