Arla
In a Snapchat campaign that harnessed the power of Augmented Reality, Arla, a dairy brand rooted in sustainability, reinforced its connection to consumers and drove significant results among Snapchatters in Saudi Arabia.
“We’re always looking for ways to raise the bar on how we connect with our consumers and stepping in as the first F&B brand globally to test Snapchat’s new AI Lens is a great example of that. Seeing the high engagement come through proved that innovation pays off when tech, culture and relevance intersect.”
- Lea Kerdy, Digital Marketing Lead, Arla Foods
Connecting with Consumers via Snapchat
A values-driven brand, Arla prioritises its community as highly as its commercial success. Eager to prove this while promoting its new Arla Protein product in Saudi Arabia, the brand wanted to emphasise consumer wellbeing and product benefits in its messaging. The missing ingredient? Snapchat.
Bringing Arla to Life With AR
To drive awareness and consideration of the new product, Arla leveraged both Commercials and Augmented Reality in a five-week campaign. By harnessing the power of AR, the brand could hero its community of consumers while simultaneously highlighting the link between its new product, protein intake and active lifestyles.
Designed to visually demonstrate how Arla Protein fuels movement and performance, the AR Lens superimposed Snapchatters in a variety of athletic settings – positioning its product in the foreground of each environment. From sky diving to mountain climbing, the creative helped to position the brand as fundamental to a fit and healthy lifestyle.
Boosting Metrics with Multi-Format Approach
Arla’s multi-format campaign was a clear success among Snapchatters in KSA, with the Lens not only averaging 20-seconds of playtime, but increasing Ad Awareness by 4-points. The Commercials alone drove a 9-point boost in action intent, while the overall ad awareness increased by 2 points. Furthermore, Arla successfully increased message awareness by 5-points amongst 21-24 year olds 1. Talk about being cream of the crop among Gen Z consumers.
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