Snapchat reveals first Australian case study

Lindsay Bennett
By Lindsay Bennett | 30 June 2017
Snapchat at Cannes Lions

Maxibon reports a 6% lift in purchase intent and a 9% lift in brand awareness for its first Australian Snapchat ad push, according to figures from Nielsen.

More than two million people viewed the ice-cream brand's Snapchat campaign across the three-week campaign.

It is the first brand case study to be shared by Snapchat in Australia.

Maxibon, a Peters Ice Cream sub-brand, leveraged two ad formats on Snapchat; a Sponsored Lens and Snap ads. The Sponsored Lens transformed users faces into an icecream and the Snap ad played a short version of Maxibon's broader campaign.

The activity was part of a wider push from Maxibon that encouraged Australians to ‘Maxibond’ with mates and included outdoor creative and a bespoke app. The creative agency was Deepend and the media agency was Zenith.

“Our campaign was about celebrating friendship or Maxibonding as we like to call it. We chose Snapchat because it’s hugely popular with our target audience and we wanted to provide our fans with something that would make them laugh,” Peters Ice Cream head of marketing Alicia Munday tells AdNews.

“We knew our target audience are a very passionate bunch of people but we had no idea it would be as big as it was. Our filter was a massive Maxibon covering people’s faces, it wasn’t exactly glamorous.

"You imagine the filters that make people look great would be more popular but the fact that people totally embraced the giant Maxibon on their face shows how down to earth Australians are.”

Munday says Maxibon is happy with the results and will likely use Snapchat again in the future.

Snap has been building its advertising offering following its IPO and to remain competitive against Facebook-owned Instagram, which continues to copy its features and integration.

Australian brands have been getting more heavily involved with Snap Ads, vertical video ads that run inbetween users' Stories on Snapchat, with PayPal, Uber and McDonald's using the format.

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