Business

Simultaneous Brand & DR Campaigns Yields Stronger Brand Impact for VGW whilst Maintaining DR Conversion Performance

+5pts

Ad Awareness lift

+3pts

Brand Favouribility

+0.5%

Topline lift in purchases
The Story
VGW Holdings is an Australian-based technology company that creates online social casino-style games. VGW partnered with Snapchat to reach millions of US based Snapchatters to showcase the value of its virtual gaming communities.
Whilst VGW knew Snapchat delivered both strong performance across brand and lower-funnel metrics separately, they wanted to find out if running a brand campaign had a direct impact on their conversion results.
The Solution 
Snapchat offered to run a two-layered study measuring the effect of running Brand + DR simultaneously, as well as each in isolation i.e. Brand Only vs Brand + DR and DR only vs Brand and DR.
The Result
The combination of branded creative, multiple bidding types & product strategies, raised brand awareness above DR baselines without significant negative impact to conversion activity. The combined use of Brand and Performance objectives drove +5pts Ad Awareness lift, which is +2pts higher compared to using Brand only objective1, indicating a higher memorability of the ad message. The combined use of Brand and Performance objectives drove +5pts Brand Awareness2 and +3pts Brand Favourability3 which is comparable and higher, respectively, to using Brand only objectives.
“As we scale, we know we need to feed the funnel with these sorts of campaigns. And tests (and results) like this gives us confidence to carefully push this approach. The next step is to see how it fits in with the rest of our media mix."
- Gavin Cunningham, Head of Acquisition Marketing at VGW
1 Snap Inc. brand lift survey of 1096 Snapchat users October 25 - December 30, 2022. Control n= 512 exposed n=584
2 Snap Inc. brand lift survey of 1096 Snapchat users October 25 - December 30, 2022. Control n= 512 exposed n=584
3 Snap Inc. brand lift survey of 1096 Snapchat users October 25 - December 30, 2022. Control n= 512 exposed n=584