Results that Drive Playtime and Encourage Snapchatters
To effectively measure the success of their campaign, H&R Block focused on KPIs like video completion rate (VCR) for the Snap Select Commercials as well as shares, saves, and average camera playtime for the AR Lens campaign. In terms of platform metrics, the campaign ultimately performed in line with or above benchmarks.
The Snap Select Commercials specifically drove 9.1 million video completions at a VCR of 93%, which falls within the benchmark of 90–95%. Additionally, the Commercials drove 46,000 swipe-ups with a click-through rate of 0.38% — that’s 153% stronger than campaign results from another key platform!⁴ This is an excellent indicator that even while consuming curated content, the targeted user base on Snapchat is still interested in the ads and are actively clicking to discover more.
The AR Lens saw 437,000 shares and 48,000 saves, both within their respective benchmarks. And, because the Lens was built to drive longer playtime, it achieved an average playtime of 14 seconds, which is above the benchmark.³ Overall, the results show that the Lens not only drove playtime but also encouraged Snapchatters to share with friends, increasing the brand’s reach.
Finally, during its original flight, the overall campaign drove a +13-point lift in ad awareness among Snapchatters ages 25–34 and a +6-point lift in brand favorability among Snapchatters over 35.² During the extended flight, which only ran the Snap Select Commercials, H&R Block saw a +7-point lift in brand association overall.¹ With these impressive results, it looks like a major win for the teams at H&R Block and Snapchat!
Partnering with Snapchat helped H&R Block successfully reach the right audience and engage them in a fun, interactive manner using Snap’s augmented reality product at the right time by engaging users in one of the biggest sports moments — the Super Bowl. We were able to gain incremental reach by placing relevant content within Snap’s premium commercial placement, amplifying the message further. We continue to reinvent and optimize across Snap’s suite of products, achieving efficient results
— Pragya Sharoff, Director, Paid Social at GALE