What does a brand get in return for running a
Valentine’s Day-inspired campaign on Snapchat?
If you’re Papa John’s, you get a big boost in ad awareness along with sizable pizza sales.
Executed last
Valentine’s Day, the campaign featured a heart-rich AR Face Lens, which allowed Snapchat users to order heart-shaped pizzas directly from the app.
In response, more than one-quarter of
users who swiped up on the Papa John’s Lens went on to buy a Valentine’s Day pizza.
Also, 60% of Lens views unlocked with the Snapcode were from unique users, while the campaign
led to a 6% lift in ad awareness among Papa John’s customers.
Pleased with its original performance, Papa John’s has tapped Snap Inc. to run a similar campaign, this
Valentine’s Day.
The success of the campaign is attributable to several factors, including Snapchat’s solid popularity among younger users, along with the continued popularity of
its augmented-reality technology.
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On average, more than 75% of Snapchat’s community uses its augmented reality features on a daily basis.
Despite missing earnings expectations
for the fourth quarter, Snap Inc. still did well during the period. For the quarter ended December 31, Snap reported revenue of $561 million, up 44%, year-over-year.
The company also posted
better-than-expected global daily active user numbers of 218 million, which were up 17%, year-over-year.