Roborock
Roborock, a globally-oriented technology home appliance company focused on technological innovation and research and development, partnered with Snap to achieve remarkable success in Saros Z70 new product launch. By running Snapchat AR Lens ads, focusing primarily on exposure with a secondary goal of interaction, to attract users to engage with AR Lens and generate buzz for the new product launch. The campaign achieved significant results.
“Snapchat is the perfect platform to engage Gen Z, and its AR lenses made our campaign truly immersive!”
- Cora, North America Marketing Lead
Elevating Brand Awareness in a Competitive Home Appliance Market
Beijing Roborock Technology Co., Ltd. (Roborock), founded in July 2014, has quickly grown into a global leader in the technology home appliance sector. Known for its innovative products like robot vacuums and wet/dry vacuums, the company has successfully entered over 230 countries and regions. With a strong focus on R&D, Roborock's products have provided smart cleaning solutions for over 20 million households worldwide.
Despite this global success and its commitment to technological innovation, Roborock faced the challenge of further boosting brand awareness, particularly for the launch of its new Saros Z70 robot vacuum. This product features an industry-first robotic arm, a key selling point that needed an engaging and effective platform for promotion. Roborock needed to reach new audiences and highlight this unique feature in a memorable way to solidify its brand as a leader in user-centric technology.
Snapchat’s Immersive AR Ads: Showcasing the Saros Z70’s Unique Robotic Arm
To meet its brand awareness goals, Roborock partnered with Snap to launch the Saros Z70 in the U.S., Germany, and France. The company chose Snapchat's immersive AR Lens format to effectively showcase the product's robotic arm feature through a fun, interactive mini-game. This strategy allowed users to experience the product’s innovation firsthand, creating a deeper connection with the brand.
Additionally, Roborock strategically used Snap Ads featuring KOLs and enabled the AR Extensions feature. This allowed users to immediately engage with the AR Lens while watching KOL videos, driving high-quality engagement and traffic to the product landing page. The campaign was meticulously optimized based on audience recommendations and A/B testing, ensuring maximum impact in each market
Lower Costs, Higher Engagement with Snap Empowerment
Snap’s AR Lens; KOL video creatives & AR Extensions delivered High Engagement and Strong Sales Metrics achieving:
51.5% eCPM decrease & 31.8% CPC decrease with 24.5% Average Screen Time increase
2.38% incremental lift for page view conversions, with significant uplift across key metrics, resulting in a strong incremental Ad Recall and a substantial lift in Brand Favorability.
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