Explaining Roman Numerals with AR and Snapchat Ads
For the campaign, HEINZ opted for a multi-product approach using both Snap Ads and Snapchat’s augmented reality solutions to drive clicks to a custom “HEINZ LVII Meanz 57” landing page and reach Snapchatters across Canada.
HEINZ worked with Carat media agency to execute their campaign across Canada and partnered with Snapchat to create a gamified selfie AR Lens experience, paired with video assets to drive the brand’s message. Through the Lens, Snapchatters were able to interact with AR technology to take their best guess at what a series of Roman numerals translated into. Additionally, the Snap Ads drove Snapchatters to the AR Lens, encouraging increased playtime.
'HEINZ LVII Meanz 57' Campaign Success
Ultimately, HEINZ’s campaign efforts proved to be a total touchdown! The AR Lens offered an engaging way for Snapchatters to interact with the brand while driving hype prior to The Big Game. The AR Lens drove 21,000 shares¹ and an average camera playtime of 15.33 seconds², which is 2x higher than industry benchmarks³. Additionally, the Snap Ads drove a 1.63% view completion rate⁴, which is 1.2x higher than industry benchmarks⁵. That’s what we call a winning team effort!
As we built this campaign, we knew our target audience was active on Snapchat, and the platform offered a uniquely engaging opportunity to interact with HEINZ fans in a fun, relevant way. It was great being able to customize our own AR Lens and the results demonstrate the power of meeting consumers where they are, with creative that stems from a true insight, brought to life in an ownable way for the brand.
— Alyssa Cicero, Senior Brand Manager, Heinz