Snapchat is doubling down on its appeal to Gen Z university students, rolling out the next phase of its integrated “Say it in a Snap” campaign as the 2026 academic year kicks off.
The campaign positions Snapchat as the digital equivalent of the university quad – a space where students connect, communicate and build friendships in real time – and leans heavily into platform-native creative and brand partnerships.
Research underscores Snapchat’s role in student friendships
New research commissioned by Snapchat and conducted by YouGov highlights the role that messaging platforms play in Gen Z students’ lives.
Three-quarters (75%) of Gen Z university students surveyed said messaging and social platforms are essential for staying connected with both university and pre-university friends.
The findings also reveal that nearly two-thirds (64%) of Gen Z students commute from home rather than living on campus or with friends, reinforcing the importance of digital-first social behaviours in maintaining peer networks.
The campaign draws on these insights, featuring real Snaps from Australian Gen Z university students to reflect how they naturally communicate on the platform.
Platform-native creative across OOH and digital
Launching with out-of-home (OOH) and digital video placements, the campaign uses unpolished, user-generated-style creative designed to mirror how content already appears within Snapchat.
Image: Snapchat
The aesthetic is deliberate.
By replicating the look and feel of in-app content, the creative aims to ensure brand messaging feels relevant rather than interruptive, particularly across OOH and paid social channels.
Placements spotlight everyday student moments, from sharing free food finds on campus to navigating long study days and recruiting friends for university clubs.
Officeworks and KFC bring hyper-contextual integrations
As part of the campaign, Snapchat has partnered with Officeworks and KFC, two brands already closely associated with student life.
Image: Snapchat
The integrations showcase hyper-contextual scenarios: students snapping a KFC treat after back-to-back lectures, or sharing appreciation for their local Officeworks team while preparing assignments.
The partnerships are designed to demonstrate how brands can show up authentically within peer-to-peer conversations.
Snapchat is also promoting Sponsored Snaps, a format that appears in the messaging tab and enables brands to participate in close, real-time exchanges between friends and family.
Managing Director of Snap Inc. ANZ comments
That momentum is also reflected across digital platforms competing for youth attention, particularly among Gen Z audiences whose media habits continue to reshape how and where brands appear.
Ryan Ferguson, managing director of Snap Inc. ANZ, said Snapchat’s strength lies in its role as a daily communication layer rather than a traditional broadcast platform.
“Snapchat is a tool for connection; it’s how Gen Z connect every day with their mates for both the big and small moments in their lives. We know that university is a pivotal period for this demographic, so our next phase of Say it in a Snap really encapsulates how this generation uses Snapchat as part of their university journey.”
That behavioural shift has created a fundamentally different advertising environment, one built around participation rather than interruption. Snapchat users open the app an average of 40 times per day, with the vast majority of that activity centred on direct messaging rather than passive content consumption.
As Ferguson explained: “Gen Z open Snapchat 40 times a day on average, with 75% of that time being spent in the chat tab. This creates a clear opportunity for brands to show up within conversations that are already happening, in a way that feels platform-native rather than interruptive.”
This dynamic has underpinned the rapid adoption of newer formats such as Sponsored Snaps, which integrate directly into users’ chat inboxes rather than appearing as standalone ads. Early adopters in Australia have included brands such as Contiki and Uber, both seeking to engage Gen Z audiences in real-time rather than compete for attention in crowded feeds.
“It’s why Sponsored Snaps have gained strong traction since launching last year, with brands like Contiki and Uber among the first in Australia to adopt the format. When brands align with how Gen Z naturally communicates, performance follows,” Ferguson said.
Influencer and PR program to follow
Later this month, Snapchat will expand the campaign with a PR and influencer program shaped by further insights into how Gen Z Australians form friendships today.
Credits
OMD Credits
Business Management:
Danica Berjanovic
Sophie Wood
Media Implementation:
Joshua Emanual
Shoni Catt
EMOTIVE
Creative, Design & Production:
Gavin McLeod
Edward Macaulay
Alistar Hill
Chris Cooper
Michael Hollis
Social & Cultural Strategist
Sarah Rosedale
Client Services
Zoé Hartas
SNAP INC.
Marketing:
Clare Nash
Communications:
Natasha Brack
Main Image: Snapchat