Ben & Jerry’s NL Drives Awareness with Snapchat Total Takeover

76%
Incremental Reach²
+23pts
Lift in Ad Awareness using Snapchat Commercial and AR Lens¹
+6pts
Brand Association¹
+30pts
Lift in Ad Awareness Linked to Lens Exposure¹

Promoting the New Sundae Flavors Campaign

More chunks more swirls! For this campaign Ben & Jerry’s wanted to promote their brand new Sundae flavors and start the campaign with a bang! Therefore, the goal of this campaign was to reach their audience by scale and drive lift metrics. Especially focussing on ad awareness. But how do you elaborate on all the delicious ingredients without being boring and tedious?You incorporate AR into your campaign! By using a custom made lens Ben & Jerry’s found a playful way to literally dive into their new sundae flavors. Show, don’t tell! 

Using First Story, First Lens, and First Commercial

To kickstart this flight of the campaign Ben & Jerry’s decided to run a ‘total take-over’.. This means leveraging all of our take-over products (First Story/ First Lens/ First Commercial) at the same time to create maximum impact. Ben & Jerry’s NL was the first brand worldwide to leverage the ‘total take-over’ and we saw that the ‘First story’ drove 76% incremental reach in a single day.. After the total take-over we followed up with a regular campaign where we utilized a combination of formats, namely: commercials, lens, Snap ads. The use of multiple ad products for launching their new range of products ultimately drove +23ppt in ad awareness and +6ppt in brand association.  Overall we measured that +30ppt lift in Ad awareness was linked to lens exposure.

Results that Prove Impact

A very strong campaign by Ben & Jerry’s that proves that take-over products can create massive impact while a multi-format approach is always the winning formula.

We wanted to introduce a new and unique way to reach our audience potential on Snapchat. Through the platform Burst Ben & Jerry’s was able to reach, engage and interact with users we know and with users we’ve never reached before. In the end, the platform Burst was the perfect head start for the Ben & Jerry’s campaign.

Rutger Wiltvank, GroupM Netherlands
1 Snap Inc. brand lift survey of 864 Snapchat users April, 3- May 8, 2023. Control n= 436 exposed n=428
2 Snap Inc. reach analysis based on Adsmanager numbers on 18-5-2023.
3 First Story ran on 16-5-2023.