Golf Clash drove 10k app downloads 37% above target ROAS using Snapchat AR Lenses
higher ROAS vs. goal
Golf Clash is a multiplayer golf game app from Playdemic that invites gamers to hit the virtual golf course anytime, from their mobile phone. Players can challenge friends to a round of golf and banter using real-time chat and emojis. With a history of successful Snapchat advertising campaigns, Playdemic was eager to test Snapchat’s latest Lens capabilities to drive installs with a highly engaged audience. Golf Clash leveraged the full range of Snapchat’s product suite to efficiently reach an audience of gamers who were primed for action.
To further explore their interests in augmented reality, Playdemic and Snapchat developed a playful face-in-Lens concept, turning a Snapchatter’s face into a golf ball, allowing them to to try a tee off shot from the Golf Clash game. After playing with the Lens, Snapchatters could tap on the lens attachment button to install the Golf Clash app. By using Reach and Frequency buying, Playdemic was able to test self-serve camera ad formats for the first time. Playdemic shifted from targeting M18+ in the UK and US, excluding previous Golf Clash players, to a Reach and Frequency based self-serve strategy, as they found more traction and new users with this buying method.
Golf Clash ran a highly engaging Lens campaign that delivered an average of 13 seconds playtime per user, as well as driving over 10k app installs, surpassing their ROAS goals. Playdemic will continue to invest in Snapchat’s Lens formats given the success of this campaign and plan to develop additional Lens creative to reiterate on the campaign’s success. Playdemic is now using Lenses as an always-on DR format in addition to their ongoing Snap Ads and Story Ads campaigns.