Driving Recruitment and raising awareness for the German Ministry of Defense

The Bundesministerium der Verteidigung (German Ministry of Defense) produced an online video series following eight soldiers on a UN peacekeeping mission to Mali and turned to Snapchat to promote the series. We delivered a multi-pronged campaign to promote the series, helping to raise awareness the work of the Army and drive recruitment. 

To raise awareness and tap into the pride of being a soldier, the Bundesministerium der Verteidigung ran a Lens designed to put Snapchatters in combat gear.  Unlocked with a Snapcode, Snapchatters found themselves as Army soldiers equipped with a helmet, microphone, and nightscope. Creative best practices — such as including an eyebrow trigger that turned the view into night vision — helped the Lens reach over 2 million Snapchatters with a share rate of 8.35%.

To drive awareness for its UN peacekeeping mission, the Bundesministerium der Verteidigung created a filter to keep the army top-of-mind for any Snapchatter who saw it in a friend’s Snap. The Filter read, “Commitment says more than a thousand words.” It reached over 2.1 million German Snapchatters and garnered over 7.5 million impressions, an eCPM of €3.97. 

Bundesministerium der Verteidigung ran Snap Ads with Web View in Germany to boost its recruiting. Users swiped up to access extra content from the Mali series. The ads had 15.1M total impressions and the Web View.