This article first appeared on the NZHerald here.

NZME has partnered with Kiwi company Mish Guru to deliver innovative and creative content for its brands, using photo sharing app Snapchat.

Mish Guru is a content and analytics business and the partnership will allow NZME to better track the value of its campaigns and content for clients.

The media and entertainment business is the first to partner with Mish Guru to access the Snapchat audience.

In the past month more than more than 448,000 New Zealanders have used the app.

NZME general manager brand engagement Sarah Catran said the partnership would help the business better serve its clients.

“Not only does the software make it easier for our team to generate Snapchat content, it allows us to provide analysis back to clients and measure success,” Catran said.

“Knowing what works and what doesn’t when it comes to such an important audience engagement medium is invaluable to not only our own brands, but to our clients as well.”

NZME has led the way in its use of Snapchat, creating the ZM Snapchart – a music chart based entirely on listeners’ snapchats.

It was also the first media organisation in New Zealand to acquire Snapchat Spectacles, the video-recording sunglasses produced by Snapchat.

Mish Guru head of business development for Asia Pacific Mike Mullins, said NZME was a good fit for the company.

“NZME has been pushing out some stellar content across its various snapchat platforms – Fletch, Vaughan and Megan are a standout,” Mullins said.

“This partnership will allow them to take content curation to the next level, something that will add incredible value to any advertisers looking to run a campaign through Snapchat.”