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Move aside, Google Maps: Snapchats Snap Map has hit a major milestone with 400 million monthly active users. Launched in 2017, Snap Map began as a GPS-based feature that allowed users to see their friends’ real-time locations. Those who opted in could view a live map showing not just where their friends were, but also what was happening nearbyand share their own location as well. Since then, Snapchat has significantly expanded its map features. Last year, Snap Map introduced Footsteps, a tool that helps users visualize how much of the world theyve explored. For instance, the app might report that youve covered 75% of your local area. The feature is reminiscent of Google Mapss Timeline, which tracks visited places through Location History. Our Map is about more than getting directions from point A to point B; it enables Snapchatters to stay connected, in real time, to their physical world, Snapchat said, per Adweek. Snapchat also launched Promoted Places, allowing brands to advertise and highlight all their locations on Snap Map, making it easier for users to discover new spots. McDonalds and Taco Bell are among the brands leveraging this feature. Currently, Snapchat is the only major social media platform with a map feature as a central part of its experience, offering real-time social discovery. That may soon change, thoughInstagram has confirmed its developing a similar Friend Map feature. This will allow users to post text and video updates tied to specific locations, with friends updates displayed alongside one another on the map. Despite Instagrams ambitions, it still has a long way to go to catch up. Snap Map is one of the most used mobile maps in the world, and were thrilled to see our community continue to grow, said Ceci Mourkogiannis, VP of Product at Snap, in a statement to TechCrunch. The Snap Map is helping hundreds of millions connect with friends and their favorite places and discover whats happening around them, making the world feel more connected every day.
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E-Commerce
If youve ever felt like your pet knows exactly when to pull you away from the stress of your computer screen, you arent alone. A landmark study surveying over 30,000 pet owners in 20 different countries found that 78% of dog or cat owners report that their pets remind them to take breaks during work or tasks, with 50% of the participants saying this happens daily. The study, which was conducted by YouGov on behalf of Mars, is the largest international survey of its kind in the world. The findings resonated deeply with David Reilly, Global VP at Mars Petcare. If my dog’s at daycare, I don’t take a break at lunch time, he says. But if my dogs’s not at daycare, somehow miraculously, I find the space to create up an hour to take my dog on a walk. Knowing that his relationship with his own pet had such an impact on his mental health, David was excited by the data. I think 46% of people globally report their mental well-being is their number-one health priority and 56% of the population of the world has a pet. So if we can help unlock this idea that the pet could be your well-being superhero . . . then theres a real opportunity there, he says. To do this, Mars Petcare team needed to seek further expertise. We have a deep knowledge of pets and we actually have a deep knowledge of the bond between people and pets. But we aren’t experts in human mental health, says Reilly. The solution was to collaborate with consumer mental health company Calm. Together, Mars and Calm collaborated on a collection of content meant to help pet lovers think about their bond with their pets as ways to improve their own well-being. Its launch marks the first pet-inspired collection featured on Calm. The content on Calm will include: A series of sleep stories inspired by the emotional connection between people and their pets. A series of guided meditations meant to help listeners reflect on the ways pets support their mental wellness. A series of breathing exercises. On Marss pet advice platform Kinship, Mars and Calm are launching the interactive quiz My Pet Guru, which helps pet owners learn which of six wellbeing superpowers their pet has based on questions about their personalities and behaviors. Together, were helping more peopleand their petsexperience the proven benefits of the human-animal bond through real stories, science-backed tools, and supportive content, says Greg Justice, chief content officer at Calm. Once the insights are rich . . . it doesn’t need to be overly clinical says Reilly. The researchers, pet experts, and content creators, worked together to find the sweet spot of ensuring that the content was true to what we’d heard, but also really accessible and also engaging for pet owners or other people who love pets. Mars and Calm are also seeking touching stories from pet owners to inform the wave of pet stories from Calm. What I’m looking forward to, honestly, is hearing the stories that people share. Pets genuinely make a really incredible impact on people’s lives, says Reilly.
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E-Commerce
As a nearly 60-year-old brand, Hot Wheels has been a playroom staple for generations of children. But while the tiny cars and buildable track sets have managed to find their way into the playrooms of millions of children, the looping, curving track pieces have always been a bit of a challenge to actually put together. Mattel, which created the Hot Wheels brand in 1968, knows this is a pain point, especially at the younger end of their target market. Recent research found that less than a third of kids aged 3 to 6 are able to assemble Hot Wheels track sets without help. “That to us was a really big call to say that we need to approach this in a different manner,” says Roberto Stanichi, executive vice president of Hot Wheels. [Photo: courtesy Mattel] So, in 2022, Hot Wheels launched an unusually detailed research and development effort to improve the assembly of its playsets. The outcome is the new Hot Wheels Speed Snap Track System, which makes every section of track easier to connect together. Instead of the somewhat complicated existing system that requires a small connector piece to slide into the end of each section of track, the new system’s track pieces come together with a simple snap that’s manageable for kids as young as 3. Products will start hitting stores in early summer, and will come with adapters to connect to the existing track system. [Photo: courtesy Mattel] “It’s the first time we’ve done this big of an innovation in the track system in over 50 years,” says Katie Buford, vice president of product at Mattel. Building a new track For Hot Wheels, the typical pipeline to bring a new product to market takes about 18 months. When it came to the tracks, the brand spent almost three years to get this essential piece of the playsets right. Buford says consumer research helped inform the need for a different approach, and Hot Wheels designers and engineers worked their way through six prototypes, and variations of those six, before landing on the approach that was the most intuitive and the most accessible. Prototype iterations [Photo: courtesy Mattel] “It comes back to the testing. Like, lots and lots of rounds of making sure that the snap is the right tolerance, and that it is the right amount of pressure for kids to be able to put together, but also the right amount for it not to come apart,” Buford says. “It’s a fine balance to strike.” A late prototype of the new design. [Photo: courtesy Mattel] Hot Wheels playsets, which come in a range from conventional racetrack loops to extravagantly looped and motorized contortions, can be a make or break for consumers, according to Stanichi. Some consumers will buy a track product and call it a day, while the more engaged Hot Wheels fan might buy many track sets over time, connecting them together in wild and YouTube-ready arrays. [Photo: courtesy Mattel] All Hot Wheels playsets sold over the past decade or so have included at least one connection point that allows them to link up with other sets for more creative and expansive play. But for those kids who have been unable to build the playsets on their own, the drive to get more tracks just wasn’t there. “Kids are already engaged in our brand. They are already our fans. But because of some of these usability challenges, we were not getting them to go deeper into our track system,” Stanichi says. “When the Hot Wheels track system really comes to life is when you’re expanding it.” [Photo: courtesy Mattel] Endlessly expandable The new system was intentionally designed to be modular, so that it could be endlessly expanded. Redesigning the tracks became a way to nudge more kids away from thinking of the playsets as a contained activity and toward thinking of them more as what Stanichi calls “a sandbox for creativity.” According to user testing, Hot Wheels’s Speed Snap Track System addresses the main problem with the existing track system, making assembly easier for a majority of the Hot Wheels 3-to-6-year-old target audience. Track setup time was also reduced by 10%. Stanichi says the product will be a success if it gets more Hot Wheels customers to go from just buying toy cars to buying playsets, and for more of those who already have playsets to double or even triple the number of sets they own. Whether a few stretches of plastic race-car track will convince kidsor, really, parentsto buy more Hot Wheels stuff remains to be seen. But according to Stanichi, the brand doesn’t actually need that much help. It’s seen seven years of revenue growth, and shows no sign of slowing down. “The last seven years have been the best performing years in the history of the brand,” Stanichi says. That makes redesigning one of the key components of the brand a possibly confusing decision. But Stanichi says the user data on the existing track’s assembly challenges was impossible to ignore. “There’s been a lot of excitement and support within Mattel overall to innovate and to break something that is not broken so we can make it better,” Stanichi says.
Category:
E-Commerce
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