SurfStitch to make Snapchat Lens debut for summer campaign

Lindsay Bennett
By Lindsay Bennett | 2 December 2016
The SurfStitch Lens will be available from this Sunday

Online retailer SurfStitch is making its Snapchat Lens debut this weekend as part of its summer campaign.

This Sunday the brand will roll out its first Sponsored Lens that puts the user in a beach scene and allows the user to get barrelled in a wave.

The objective of the Snapchat campaign is to elevate the connection between the retailer and summer and connect with its young Australian target audience.

SurfStitch GM of marketing Dane Patterson tells AdNews: “Two key insights that drove this year’s summer campaign were: every year our customers want their summer to be the best yet, and there is also an element of competition in sharing with their friends as to how well they are ‘doing summer’ via social media.”

Earlier this year, SurfStitch ran a national Geofilter, which Patterson says exceeded expectations.

“Snapchat has provided a great platform for SurfStitch to be part of our targets’ personal summer moments and help them ‘Make Summer More Summer’, organically positioning us as a go to destination for all things summer," he says.

"The results of our Snapchat activity to date have far outperformed our expectations, from the volume of users engaging directly with our filter and in turn our campaign, to the large reach of shared snaps to unique users who were also exposed to these messages."

More Australian brands are taking part in the Sponsored Lens, said to cost between $50 to $80,000. McDonald's was the first brand to use the Snapchat ad unit earlier this year, followed by Myer and AAMI.

Snapchat recently revealed its Australian user numbers for the first time. Read more here.

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