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

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.

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 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.