Business

Samsung Netherlands Drives Purchase Intent for Galaxy S21 using Video Ads and Director’s View Lens



+20 Pts

ad awareness

+3 Pts

purchase intent

33 Sec

average playtime
The Story
Samsung Netherlands partnered with Snapchat, Publicis, and Blauw Gras to generate awareness and engagement for the launch of the new Samsung Galaxy S21 smartphone. Adding fun and interaction to the AR experience on Snapchat, Samsung’s Director’s View Lens was designed to showcase the power of Galaxy S21’s vlogger mode, allowing Snapchatters to film using the front and back camera in one Snap.
The Solution
Samsung launched multiple video creatives to reach their target audience in the Netherlands. Video ads featured clear product shots alongside Samsung branding, as well as engaging visuals and messaging.
With the AR Lens running via auction in the carousel, Snapchatters were invited to record a Snap using the front cam and turn to the rear cam to experience Director’s View in action.
The Result
The Samsung Galaxy S21 campaign drove excellent results, as measured using the Kantar Millward Brown Brand Lift study in the Netherlands.
Samsung’s highly engaging multi-format campaign generated lifts in Ad Awareness (+20 pt) and Purchase Intent (+3 pt).1 The Director’s View Lens generated an impressive avg. play time of 33 seconds.2
Snapchatters who expected to buy a smartphone in the short-term (within the next 1-3 months) were highly motivated after campaign exposure to buy a Samsung Galaxy S21, showing a lift in Purchase Intent of +14 pt.3

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1Source: Snap Inc. Kantar Millward Brown brand lift survey of NL Snapchat users March 4 - June 1, 2021. Sample Design: P16-34. NL control n= 528 exposed n=624.
2Source: Data from Snap Ads Manager as of March 26 - June 30, 2021.
3Source: Snap Inc. Kantar Millward Brown brand lift survey of NL Snapchat users March 4 - June 1, 2021. Sample Design: P16-34. NL, in market to buy a smartphone in next 1-3 months. control n=61 exposed n=88.