Building out an e-commerce platform and retooling focus to win back young users are tall orders as the company contends with a laundry list of challenges.
Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues.
A couponing push drove six times higher conversion rates than past efforts, helping the brand gain relevancy with key young cohorts, an exec said at Advertising Week.
Discussing the results with analysts, CEO Evan Spiegel said that the iPhone maker's proprietary measurement solutions "did not scale as we had expected."
At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.