Milka Boosts Ad Recall with a Memorable AR Easter Egg Hunt
reach among 18-50 year olds
lift on Ad Recall (overall campaign)
lift in ad recall among users exposed to the AR Lens experience
average AR Lens playtime
Milka is a well-known brand of chocolate in France. The brand seized the opportunity of Easter, a key moment for the brand, but also a moment where it is strongly challenged by competitor brands, to highlight their famous range of chocolate products (eggs, bunnies…) and stay in people’s mind as a part of this tentpole event.
Milka teamed up with AR studio Busterwood and media agency KR Wavemaker to leverage a multi-formats campaign made up of multiple formats: Snap Ads to AR, Commercials, and Face & World AR Lenses. With the AR Lens, Milka wanted to engage the 18-50 yo audience on Snapchat with an innovate AR virtual egg hunt.
In total, the campaign reached 4,3M people1 and the Lens generated a high engagement with more than 18” of playtime per user on average.3
Beyond the media KPIs, the campaign mainly generated strong ad recall with exposed users. Overall, the campaign registered a +11 points lift...but when focusing on people exposed to the Lens format only, the lift skyrocketed to +32 points!2
“Easter is a key momentum on the chocolate market, and Milka had to make a difference. Snapchat and its AR technology was a no-brainer-choice, as we successfully stand out in this crowded period of year and strongly engaged with our consumer with a unique virtual experience.”
- Pauline Ollivier Lamandé - Media Manager Mondelez International
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