March 09, 2023
March 09, 2023

Pro Hockey Life Scores +11 Lift in Action Intent With Hockey AR Lens on Snapchat

+11 pts

action intent from a multi-product approach

+10 pts

brand favorability overall

+16 pts

ad awareness from multi-product approach¹

The Story

To celebrate the first back-to-hockey season since the global pandemic hit in 2020, megastore Pro Hockey Life partnered with Snapchat to move beyond their typical Snap Ad campaigns and amp up their marketing tactics. Looking to welcome people back for in-store shopping and educate customers about the store’s wide variety of equipment and products, Pro Hockey Life tapped into Snap AR to help fans and players discover the right gear to get in the game.

The Solution

Pro Hockey Life adopted a multi-product ad approach to reach a core audience of 13- to 24-year-olds through two of the most popular places on Snapchat: the camera and content. Their Back-to-Hockey AR Lens was incredibly engaging, with an average camera playtime of 23 seconds.² And by pairing Snap Ads that drove viewers to both the Pro Hockey Life website and the Lens experience, Snapchatters were able to discover new products they may ultimately choose to purchase. The campaign achieved increased ad awareness, education messaging, and traffic to the Lens, and by targeting Hockey and Sports fans living in areas with a Pro Hockey Life store, it also drove purchase action. 

The Results

Pro Hockey Life and Snapchat made a great team, achieving winning results across the campaign! The brand saw a lift across categories overall, including ad awareness (+8), brand favorability (+10), and action intent (+11). By opting for a multi-product approach rather than a single product, Pro Hockey Life achieved their campaign goals while capturing the attention (and hearts!) of hockey fans on Snapchat.

"After a few years of hockey back-log due to Covid, it was important for us to be able to showcase our in-store experience. Our biggest challenge as a hockey retailer however was trying to reach not only our niche target of hockey parents, but the more difficult-to-reach under 25yo hockey players. Snapchat’s relevancy in the daily life of the Gen Z-er was a no-brainer as an ad placement location; the unique AR Lens we worked together to create elevated the media partnership and the overall experience for the end-user. It allowed us to highlight product breadth, in-store imagery, as well as an extra layer of discoverability that was integral to store visit consideration."

-Letitzia Serbanescu, Strategic Marketing Manager Pro Hockey Life

1 Snap Inc. brand lift survey of 787 Snapchat users August 8 - September 10, 2023. Control n= 377 exposed n=410
2 Data from Snap Ads Manager as of Aug. 8–Sept. 10, 2022.