Jaden Smith x Snapchat
International Peace Day Campaign
How do you transform International Peace Day into a movement that Gen Z wants to share, wear, and celebrate?Snapchat wanted to spark global conversations around peace—something more meaningful than a hashtag. Our task: conceptualize a Snap-native campaign that embodied purpose, platform engagement, and cultural energy.
The Problem
Gen Z deeply cares about peace and justice but lacks clear tools for impact Gen Z isn’t just socially aware, they expect brands to empower their activism. They want their values reflected in digital experiences that are creative, easy, and shareable.
Why This Matters
Gen Z isn’t just socially aware—they expect brands to empower their activism.
they want their values reflected in digital experiences that are creative, easy, and shareable.
Why Jaden Smith?
Jaden Smith embodies the campaign’s purpose: youthful, creative, credible, and global
He’s the perfect cultural bridge for a Snap-native peace movement.
Pass the Peace
Jaden kicks off the challenge, users pass the AR lens to friends, engage with peace-themed prompts, and post to Spotlight for a chance to give back. It's a gamified, viral loop rooted in personal expression and digital action. With a “peace streak” mechanic, users earn rewards for consistent participation. A 3-day streak unlocks Bitmoji merch, and a 7-day streak triggers real-world donations. The KPI goals aim for creator growth, global reach, and increased Snap Spotlight activity..
Mural Unveiling Activation
At the heart of the campaign is a real-life moment: the Peace Mural reveal on Melrose Avenue.
Designed with Jaden and young LA artists, the mural integrates with AR and generates earned media, blending online engagement with offline impact.
Jaden’s Time Requirements
This timeline slide breaks down Jaden’s key deliverables over 10 days—from launching the UGC challenge to unveiling the mural and wrapping with a recap video.
Budget to Execute Campaign – $271K Investment
This slide breaks down the full campaign budget across three categories: production, amplification, and Jaden Smith’s participation. With $68K toward youth-led mural creation and AR tools, $28K for targeted amplification, and $175K securing Jaden’s influence and appearance, the strategy balances cultural authenticity and star power for maximum impact.
Snapchat’s Gross Revenue Potential – $3.6M
Tthe campaign could drive $3.6M in gross revenue, powered by Snap-native monetization. With projected sales of Bitmoji merch ($3M), AR Lens sponsorships ($200K), Snapchat+ subscriptions ($399K), and local Snap Map activations ($50K), the campaign transforms cultural relevance into measurable financial return.
Snapchat’s Net Potential – $2M Profit
After estimated fees and licensing costs, the campaign nets $2M. This simple visual demonstrates the value of small upfront investment yielding high ROI through Snap’s own ecosystem. The data reinforces that brand purpose and business outcomes can go hand in hand.
Why This Campaign Wins for Snap
There is a low barrier to profitability and proven revenue channels to past campaign benchmarks and cultural relevance,
it confirms that “Pass the Peace” isn’t just feel-good—it’s strategically sound and platform-aligned.
Gen Z Wants to Act. Snapchat Shows Them How.
Gen Z is passionate about social change but often lacks the tools to turn intention into action. This campaign reframes that gap as an opportunity—positioning peace not just as a cause, but as a cultural movement made accessible through creativity, community, and platform-native tools. By aligning with International Peace Day, Snapchat becomes the bridge between digital expression and real-world impact—empowering Gen Z to make their values visible, shareable, and actionable.
Tarelle Butts © 2018