Hearst's Snapchat channel Sweet brings on Moxie as PR AOR

Sweet is the first publication created entirely for Snapchat Discover.

NEW YORK: Hearst-owned Sweet, a publication created entirely for Snapchat Discover, has tapped Moxie Communications Group as its first PR AOR.

Sweet started working with Moxie in August, following a review that began in the summer. Six firms pitched, explained Ross Clark, the company’s GM and VP.

Moxie will aid Sweet with media management, PR, brand building, and influencer relations in the U.S.

"We will focus on a mix of consumer, business, and industry publications," Clark said.  "Our consumer-targeted campaign will come on board a little bit later in the fall, synched to different initiatives over the next couple of months."

Moxie will also help Sweet, which launched last November, build awareness and education among consumers. Clark noted that, in less than a year, Sweet built a "very large" audience for a digital brand only available on Snapchat Discover - 15 million unique monthly visitors and 1 million unique daily visitors.

Sweet has 30 staffers, 20 of whom work on the editorial side. They are all industry vets with notable prior experience, said Clark. The team produces 12 to 15 pieces of original content seven days a week, ranging from short- to long-form articles, photos, videos, and animation. Sweet covers topics such as style, beauty, travel, music, culture, food, and art.

"Moxie is helping us educate different business and industry outlets and targets about what Sweet is. On the consumer side we continue to build on that awareness and make sure we are part of what people watch or pay attention to every day," Clark said.

In the beginning, Sweet focused on getting up and running and making sure the publication’s content mix was "right," Clark said. Now it's hit its nine-month mark, the company saw it as the right time to bring on a PR firm to share its story with the press.

Moxie founder and president Taryn Langer and the firm’s account manager Nicole Pfeifer lead a team of five staffers on the account. Budget information was not disclosed, but Clark said it is "in line with market rates for this sort of firm and project."

"I was impressed with other projects Moxie worked on and its ability to take a new product, proposition, or brand and translate that to the media in an interesting and digestible way," said Clark. "They had the hustle factor. We felt they would bring full force and power to this project with passion and enthusiasm, which is invaluable to any business like ours."

Sweet does not do branded content or product placement, but does feature products as part of the brand DNA revolves around shopping, but these are all chosen by editors, said Pfeifer.

"Brands can buy a variety of Snapchat ad products to run on Sweet — those are all clearly noted as advertisements," she added.

Snapchat launched Discover last year as a channel that pulls stories from media partners such as Vice, DailyMail.com, CNN, and National Geographic. Along with its usual disappearing video and photo messaging service, Snapchat shows news stories through Discover, with each piece typically available for 24 hours.

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