Like any other holiday, International Women’s Day is an opportunity for brands everywhere to spend a few extra bucks on ads and marketing.
Goldman Sachs, for its part, did a major media buy across Snapchat’s Discover hub, a section in the app where users can consume bite-sized content from select publishers and brands. Goldman Sach’s three video ads feature its 10,000 Women initiative, and will show up in Snapchat’s Live Story for International Women’s Day and in the Discover channels of four publishers—BuzzFeed, Vice, National Geographic, and Refinery29.
“Snapchat allows us to reach an important audience in real time and join a conversation about how best to empower women in emerging economies,” said Amanda Rubin, Goldman Sachs global co-head of brand and content strategy, in a statement.
This isn’t the financial giant’s first time spending major money on Snapchat ads. Last year, it ran ads within the local Stories of some of the college campuses where they’re available as part of a recruiting push. Other financial services companies have also ran ads in Snapchat, including MasterCard, Bank of America, American Express, and JP Morgan Chase.
While Snapchat is still experimenting with various revenue streams, its Discover hub is likely its most solid and consistent source. On Monday, tech news site Re/code reported that the company now expects to rake in $300 million to $350 million in revenue this year, a figure similar to a report from The Information in late January.