Real Friends — Snap Inc.’s first-ever global integrated marketing campaign — aimed to drive relevance, as well as raise awareness of Snapchat's core product value: communication between close friends. Through the voices of luminaries and over 70 Snapchatters from around the world, Real Friends put a spotlight on the value and importance of the people who love you exactly the way you are. Our goal for the social portion of the Real Friends campaign was to inspire millions of people through the words of luminaries — all while clearly articulating what Snapchat is and what it stands for.