Podcast Summary: The CPG Guys – Live from Cannes Lions 2025 with Snap Inc.'s Abby Larson

Release Date: July 5, 2025

Hosted by Peter V.S. Bond and Sree Rajagopalan, The CPG Guys podcast delves into the dynamic world of Consumer Packaged Goods (CPG) and Fast-Moving Consumer Goods (FMCG) eCommerce. In this landmark 500th episode recorded live from the prestigious Cannes Lions International Festival of Creativity in France, the hosts engage in an insightful conversation with Abby Larson, Senior Director of Product Marketing at Snap Inc. The discussion centers around how Snap Inc. serves as a pivotal platform for CPG marketers, bridging the gap between brand storytelling and consumer conversion in an increasingly digital landscape.

1. Snap Inc. as a Powerful Platform for CPG Marketers

Abby Larson opens the discussion by highlighting the unique strengths of Snap Inc. as a platform for CPG marketers. She emphasizes that Snapchat’s audience extends beyond the commonly perceived young demographic to include individuals with significant purchasing power.

“Those young people have now grown up and they are the people making purchasing decisions.” [04:06]

Larson points out that Snapchat's core function—connecting friends and family—leads to exceptionally high user engagement. Unlike other platforms that foster passive content consumption, Snapchat encourages active participation and meaningful interactions.

“They want to connect with friends and family. They want to chat with people that they care about.” [04:50]

2. Bridging the Gap Between Upper and Lower Funnel Marketing

The conversation delves into how Snap Inc. facilitates both upper funnel (brand awareness and discovery) and lower funnel (conversion and performance) marketing strategies. Larson explains Snap's investment in lower funnel solutions, enabling CPG advertisers to transition from broad reach campaigns to performance-driven initiatives seamlessly.

“We've been investing a lot in our lower funnel and sort of more performance driving solutions and working to make that really seamless for CPG advertisers.” [06:07]

She further elaborates on the importance of integrating purchase signals to enhance campaign effectiveness, citing a 100% increase in conversion campaigns for a beauty partner after implementing Snap's conversion API.

“We saw 100% increase in their conversion campaigns compared to the previous year.” [09:15]

3. Success Stories in CPG Advertising on Snap

Larson shares compelling success stories to illustrate Snap’s efficacy in driving conversions. Notably, she references Crumbl Cookies, which achieved a 237% increase in app installs and over a 400% increase in purchases through targeted Snap campaigns.

“Crumbl saw a 237% increase in installs, over a 400% increase in purchases.” [11:56]

She emphasizes that lower funnel success is particularly attainable for brands with direct-to-consumer (D2C) components, loyalty programs, or app integrations.

4. Understanding Gen Z: Expectations and Misconceptions

Addressing Gen Z’s expectations, Larson debunks prevalent myths about the generation's purchasing behavior and engagement on social platforms. Contrary to beliefs about short attention spans and lack of commitment, Gen Z exhibits a strong desire for authentic connections and self-expression.

“80% of Snapchatters say that Snapchat is where they can be their most authentic and real self.” [34:41]

She cites data from Snap’s Generation Report, revealing that 92% of daily Snapchatters include their friends in their shopping journey, underscoring the platform’s influence on purchase decisions.

“92% of daily Snapchatters include their friends in their shopping journey.” [36:36]

5. The Blurring Lines Between Social and Retail Media

Larson discusses the seamless integration of social interactions with retail activities on Snapchat. She observes that consumers often use their smartphones to seek product recommendations and make purchasing decisions while physically present in retail environments.

“The line between social and retail has already been blurred quite substantially.” [28:38]

This integration underscores the necessity for brands to establish an authentic presence on social platforms to influence consumers at critical moments of decision-making.

6. Innovations and Future Trends at Snap Inc.

Looking ahead, Larson highlights Snap’s innovative ventures aimed at enhancing retail-media convergence. Key developments include:

• Promoted Places on Snap Map: This feature allows brands with brick-and-mortar locations to appear on Snap Map, facilitating real-time consumer discovery and driving foot traffic.

  “Promoted Places allows a brand to show up on our map and be part of those exploration moments.” [26:07]

• Snapchat Smart Campaign Solutions: An AI-driven suite of performance marketing tools designed to optimize campaign outcomes with minimal effort, focusing on smart bidding, audience expansion, and budget optimization.

  “Snapchat Smart Campaign Solutions is our AI-driven suite of performance marketing tools.” [39:53]

7. Proving ROI and Attribution Challenges

The discussion addresses the challenges of proving Return on Investment (ROI) in a fragmented digital landscape. Larson emphasizes Snap’s commitment to integrating with advertisers’ existing measurement frameworks and collaborating with third-party measurement partners to provide comprehensive attribution insights.

“We're building out the solutions that improve efficiency and meet our advertising partners where they are.” [37:34]

She acknowledges the complexity of diverse performance definitions among advertisers and the ongoing efforts to refine measurement tools that align with varied ROI metrics.

8. Maintaining Cultural Relevance and Authenticity

Larson underscores the importance of cultural relevance and authenticity for brands on Snapchat. She advises brands to tailor their messaging and creative strategies to align with the platform’s authentic and spontaneous communication style, rather than relying on traditional ad formats like 30-second TV spots.

“Tell your story in a way that feels consistent with how people connect and communicate on the platform.” [22:20]

She highlights the success of Snap Stars—Snapchat’s version of creators—who frequently engage with their communities through authentic, day-to-day content.

9. Closing Remarks

As the episode concludes, Bond and Rajagopalan express their appreciation for Larson’s insights, emphasizing the critical role Snap Inc. plays in shaping effective CPG marketing strategies. They encourage listeners to engage with the content through reviews and ratings, ensuring the continuation of valuable industry conversations.

“We're grateful to have you as your audience and partners. Thank you.” [42:35]

Key Takeaways

• High Engagement on Snapchat: Snapchat offers a uniquely engaged audience that values authentic connections, making it a powerful platform for CPG marketers.

• Full-Funnel Marketing: Snap Inc. enables brands to execute both upper and lower funnel strategies, enhancing brand awareness and driving conversions.

• Influence on Purchase Decisions: With a significant percentage of users involving friends in their shopping journeys, Snapchat plays a pivotal role in shaping consumer choices.

• Innovative Ad Solutions: Features like Promoted Places and Smart Campaign Solutions demonstrate Snap’s commitment to evolving its platform to meet marketers’ needs.

• Authenticity is Crucial: Brands must align their messaging and creative approaches with Snapchat’s authentic and spontaneous communication style to resonate effectively with the audience.

This episode provides a comprehensive exploration of how Snap Inc. empowers CPG marketers to navigate and thrive in the modern, digitally-driven consumer landscape. Through strategic advertising solutions and a deep understanding of Gen Z’s behavior, Snap continues to bridge the gap between brands and consumers, fostering meaningful and profitable relationships.