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Business

BBC’s Little Mix The Search launches on Snapchat through a playful AR experience

2.7%

lens share rate


+23pt

brand awareness

+4pt


watch intent
The Story

The BBC partnered with Snapchat to launch their brand new show ‘Little Mix The Search’.
By creating a unique AR experience, supported with a multi-product video approach, the campaign resonated with Snapchatters across the app, driving outstanding results and huge excitement around the show itself.
The Solution

Snapchat created a gyroscopic Lens where users were put centre stage at a Little Mix concert, recreating the concept of the show which saw the band searching for their latest support act. Once on stage, users were prompted to sing along with one of Little Mix’s hit singles in an immersive Karaoke experience.
As well as promoting the Lens directly in the carousel, it was supported with a combination of Snapads and Commercials featuring Little Mix themselves, asking users to swipe up and tune in.

The Results


The campaign saw incredible results with the Lens driving a 2.7% share rate, generating high earned reach and proving that AR really resonated with this target audience. The use of Little Mix in the video creatives lead to strong swipe-up rates of over 1.04% and high view-through rates, making the campaign very cost-efficient.
At a top-line level, the campaign drove a +23pt lift in Brand Awareness, +7pt lift in Brand Association and a +4pt lift in Action Intent1 - outperforming entertainment norms and ensuring that the campaign successfully exceeded key KPIs.




"We’re really pleased with this campaign. The use of AR particularly resonated with our target group. Engagement levels significantly exceeded what we often see with comparative media and we surpassed our campaign objectives, which was great."
Tony Dalton, Media Portfolio Lead BBC One and iPlayer



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1Source: Snap Inc. internal data September 20 - October 11, 2020, Snap Inc. brand lift survey of 1021 Snapchat users September 20 - October 11, 2023. Control n= 483 exposed n=538