Nestle partnered with Snapchat in Ramadan for one of its flagship brands Sweet Condensed Milk (SCM). The campaign goal was to improve awareness of the product in a cluttered period when all food brands are advertising and pushing their USP. Nestle SCM wanted to drive consideration and strengthen key perception points that will deliver value to customers. The campaign ran for about 6 weeks from March to April 2022 and was active across digital platforms. The main communication was delivered in multiple creatives showcasing different ways of using condensed milk in dishes and recipes.
On Snapchat particularly, SCM had visually appealing images across creatives with a key emphasis on great fragrance & packaging, while showcasing different recipes through a multi-format approach on video. The reach was further expanded through a high impact burst at launch to break out of the clutter, using a Snapchat solution called “Platform Burst”.
Snapchat solutions’ in Ramadan succeeded to be the only platform to drive top of mind awareness and consideration. Snapchat drove 53% of the campaign’s overall reach and 9.4% unique reach across competitive platforms. Snapchat also drove 63% of the campaigns impact on brand imagery.
