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Last November, AOL was looking for a new way to promote diversity and talent while also getting more millennial women to apply for jobs. Twitter and Instagram seemed like natural places to promote its brand, but the tech and media company interestingly found the most success on Snapchat.
From November 11 to 17, AOL ran two 10-second Snapchat videos in the app's Discover section—where a handful of publishers post daily content—and Live Stories. The first promoted #BuiltbyGirls, a program that includes BBG Ventures—which invests in women-led startups.