Preem's First Story Captures Lucia Day Spirit

Share rate of Preem’s first lens

People shared lens within 24hrs

Organically driven reach

Times app saved during the day

Preem's AR Path to Lucia Day

Preem, the leading fuel company in Sweden, boasts a refining capacity of over 18 million m³ of crude oil annually. Their product range includes gasoline, diesel, heating oil, and renewable fuels, catering to both domestic and international markets.

As part of their Christmas campaign, Preem harnessed the potential of augmented reality (AR). On December 13, 2023, they launched their inaugural Snapchat lens, spreading festive cheer with a "Merry Christmas" message and tantalizing imagery of delightful Christmas fika, known as "God julfika."

The primary objective of this campaign was to garner a substantial number of impressions and distribute the lens to as many users as possible within a 24-hour timeframe. To achieve this, Preem opted for Snapchat's premium format for their first lens. This strategic move not only helped them reach a broad audience in Sweden but also ensured inclusivity across all genders and age groups, starting from 15 years old and above.

AR + Holidays = Magic

Preem's Christmas campaign utilized Snapchat's ad products, specifically the premium format of their first lens. This AR lens showcased a festive message and images of delectable Christmas fika, or "God julfika."

The product mix was chosen strategically to achieve the campaign's goals of generating a high number of impressions and distributing the lens to as many users as possible within a 24-hour period. Leveraging Snapchat's premium format allowed Preem to access a wide audience in Sweden while maintaining inclusivity across all genders and age groups, targeting users aged 15 and above.

The combination of Snapchat's premium format and the AR lens enabled Preem to achieve its objectives effectively. By tapping into Snapchat's extensive user base and utilizing engaging AR technology, they were able to create a memorable and impactful campaign that reached a large audience and successfully promoted their Christmas message and products.

A Christmas Victory

Preem experienced remarkable outcomes with the First Lens solution, achieving an impressive nearly 10% share rate. They surpassed expectations in terms of reach by crafting a shareable lens, which organically contributed to 27% of the total reach, ultimately reaching over 675,000 people within a single day. A significant takeaway from this success is the potency of augmented reality (AR) in delivering a straightforward message during a Swedish holiday such as Lucia, an event deeply intertwined with Swedish culture and traditions.

The objective of the campaign was to target younger demographics while simultaneously boosting awareness of Preem's Christmas baking offerings. By strategically selecting First Lens on a designated day, the campaign successfully attained a high level of relevance, thereby fostering engagement with the core audience.

Linn Svahnström, Specialist Social Media Planner at Scream - media agency

1 Snap Inc. Internal Data by Ads Manager