SaaS technology platform Zitcha has launched a global Snapchat integration, opening the Gen Z audiences to retail media networks and brand partners.
Officeworks, part of the Wesfarmers group, is the first Zitcha powered retailer to activate Snapchat offsite advertising, bringing together one of Australia’s most ambitious retail media leaders with Snapchat’s highly engaged audience at the moment of discovery.
Over eight million Australians use Snapchat every month*, and with the platform reaching over 90 per cent of 16-24 year olds retailers and brands can now access the next generation of shoppers in an environment that drives incremental awareness, consideration, brand lift, conversations and net-new customers.
Extending beyond traditional media plans, brands can now leverage Snapchat’s suite of formats directly within the Zitcha platform.
This includes Sponsored Snaps, Snapchat’s in-chat ad format that delivers full-screen video or images directly into the Chat feed; Snap Ads (single image or video) to drive awareness, engagement, traffic and sales; and catalog-powered Dynamic Product Ads to blend storytelling with dynamic product discovery.
Recognising the importance of offsite networks to its retail media growth, Officeworks was the first retailer to activate Snapchat offsite advertising through Zitcha, with a campaign for Microsoft to drive demand both online and in-store.
In acknowledging the success of the launch, Andy Mossop, chief customer officer at Officeworks, said he was “incredibly proud to partner with Zitcha and Snapchat to bring this innovative integration to life.”
“We’re helping shape the future of retail media by connecting brands with audiences in more relevant and engaging ways. Just as importantly, we’re committed to delivering meaningful, measurable results for our suppliers.”
Steve Biddle, chief commercial officer, Zitcha, said: “Retail media has become incredibly effective at targeting shoppers within a retailer’s own ecosystem, but future growth depends on extending that reach to audiences beyond it. Snapchat gives retailers and brand partners access to a younger, highly engaged audience that many retail media networks have traditionally struggled to touch.”
Unlike traditional offsite retail media, Zitcha’s integration links media investment with retail outcomes. Campaigns are built around funded products and measured against product movement at the retailer, helping brands understand the commercial impact of their investment.
Biddle added: “Retailers and brands don’t need another way to buy impressions, they need offsite media that is connected to real retail outcomes. Snapchat gives retailers access to a highly engaged audience that many retail media networks struggle to reach. By bringing Snapchat into Zitcha, we’re enabling retailers to activate campaigns that are measured against retail performance and optimised around business results, not just media metrics.”
Ryan Ferguson, managing director of Snap Inc. ANZ, said: “Retail growth increasingly depends on reaching audiences where they’re genuinely paying attention, not just where they’re scrolling. Gen Z don’t just discover products in feeds; they share them, discuss them and make decisions with the people they trust most, inside Chat.”
