Nissan Shifts Into Gear With Snapchat for New Campaign
brand favourability benchmark
Everybody knows Nissan — it’s a household name in the automotive industry. So, while their brand awareness is already at a high level, Nissan wanted to challenge themselves to build consideration for Nissan Kicks, one of the newer models in the Nissan line-up, among Canadians between the ages of 25 and 34. Aiming to expand their current consumer base and reach a younger audience through a relevant, digital environment, Nissan decided to partner with Snapchat to connect with millennials — their aspirational target consumer — while improving brand health across upper-and mid-funnel metrics.
Multiple creative versions using clear and consistent branding for Nissan Kicks were used to showcase various model features. To drive reach and achieve gains for ad awareness, Nissan leveraged Snap Ads to ensure they reached their target audience across parts of the platform they engaged with most. Commercials allowed Nissan to leverage the forced-view element of the format as well as the leaned-in viewing behavior of Snapchatters on Discover to significantly boost metrics.
The Nissan Kicks campaign achieved high marks at every turn! Both Snap Ads and Commercials increased Ad Awareness by +22 points, but the Commercials specifically succeeded in driving growth across all metrics. Brand Awareness saw a growth of +14 points, Brand Favorability increased +11 points, and Action Intent grew +7 points — all metrics that outperformed norms for the Auto category. Brand Awareness surpassed the norms by over 4x, Ad Awareness by over 2x, Brand Favorability by 10x, and Action Intent by 7x.1
When it comes to Nissan’s campaign, that’s what we call crossing the finish line in first place!