16.8s
Play Time
+21%
Ad Awareness
Coca-Cola experiences an incredible 21% Ad Awareness uplift in its World Cup 2022 campaign through AR
16.8s
Play Time
+21%
Ad Awareness
In 2022, the World Cup was the year's main event, drawing excitement for Snapchat users. As the tournament's sponsor, Coca-Cola wanted to be a part of the user's experience and get closer to Snapchatters through AR Lenses.
Through the combination of two AR Lenses during the 2022 World Cup, Coca-Cola aimed to drive a significant number of clicks on the iFood direct URLs and achieve a CTR above 0.8%.
Coca-Cola's strategy on Snapchat was to launch two different campaigns with two separate Lenses.
In the first Lens, users could collect Coca-Cola bottles in a virtual football game to earn points. This Lens also allowed users to directly purchase Coca-Cola grocery packs on iFood while they watched the World Cup games.
The second Lens encouraged users to show off Brazil's colours and get a discount on iFood for Coca-Cola combos through a partner referral link.
The two campaigns ran concurrently with different creatives, resulting in variations in metrics compared to previous campaigns. However, the combined CTR of both campaigns was 1.44%.
The campaign had a great reach within the target, generating 95,020 clicks on the direct link and an average play time of 16,8 seconds.
The gamified World Cup Lens that focused on Grocery had 6,207,761 impressions, a CTR of 0.86% and over 52,559 clicks on the iFood partner referral link.
The format with click-focused targeting received 29,326 clicks and a CTR of 1.45%, outperforming the Brazilian benchmark.
The Brand Lift Study on the campaign revealed incredible growth for Coca-Cola due to a 21% uplift in Ad Awareness and a 7% increase in Message Awareness.
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