Multi-product Snapchat campaign smashes brand and business KPIs for Dodge
Cost per Lead
Lift in Ad Awareness
Dodge has three core models: Durango, Charger and Challenger. The challenge was to generate high-quality leads for each model, whilst at the same time, driving time spent with brand and therefore, brand preference. To achieve this, a full-funnel campaign was developed, with a gamified Augmented Reality Lens to drive brand preference, and a video campaign to retarget users in order to generate test drives.
The Solution: AR Lens and Snap Ads
The first gamified AR Lens in the region for automotive delivered massive levels of playtime. On average, over the course of 3 weeks, Snapchatters spent 29.5s playing with the Lens experience - and experiencing each of the cars in the Dodge range. This amounts to 2.28 years of people choosing to play with and share a Dodge-branded experience with their close friends and family. The Lens on its own drove +20pp in brand awareness +17pp in brand favorability. Anyone who played with the AR Lens, along with lookalikes, were retargeted with Snap Ads which encouraged sign-up for a test drive. Over 1100 leads were generated in Saudi Arabia, at a cost of $8.69 per lead.
The CPL was very competitive, but more importantly, the efficiency was coupled with an impressive uplift on brand metrics. Very rarely can platforms offer solutions that deliver against both brand and business KPIs so emphatically.
Dodge ME are thrilled to be the first automotive manufacturer to execute a full-funnel campaign with Snapchat, at the centre of this was the bespoke gamified Augmented Reality Lens tailored to not only to our target audience but also to our individual product USPs. The results exceeded all our expectations from brand awareness, engagement and CPL and we look forward to running future campaigns with the snapchat team!
Nicola Gibson-Ebdon, Brand Marketing & Communications Manager, FCA Fiat Chrysler Automobiles
- 1Snap Inc. internal data, Snap ads in Saudi Arabia that ran from August 22nd 2019 to October 4th 2019
- 2Snap Inc. internal data, Bespoke Brand Lift Study, Q3 2019
- 3Snap Inc. internal data, Lens Average playtime across KSA UAE & KWT that ran from September 13th 2019 to October 4th 2019