BlaBlaCar Succeeds in Engaging Snapchatters From Awareness to Purchase Intent
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BlaBlaCar Succeeds in Engaging Snapchatters From Awareness to Purchase Intent
This Spring 2023, the first carpooling application, already present in 21 countries around the world, launched a communication campaign among 18-25 year-olds. The objective: to improve brand awareness among passengers. The core target of the carpooling platform being 18-30 year-olds, BlaBlaCar was able to address its target passengers through this campaign.
BlaBlaCar opted for a multi-format approach on Snapchat, with Snap partner Busterwood developing a Quiz-type Lens for the campaign. This innovative format projected users into being car passengers and answering a series of four questions. The theme : "What kind of passenger are you?” Along with the Lens in the carousel, there were two non-skippable commercial ads in the Discover tab and two Snap ads videos.
The campaign's entertaining and multi-format approach paid off, with BlaBlaCar reaching 3.4 million Snapchatters aged between 18 and 25. Snapchat's awareness survey confirmed that success, with the company gaining 6 points in ad recall, 4 points in brand awareness and 7 points in purchase intent compared to a target audience that had not seen the campaign.
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