Royal Ontario Museum Drives +7 Point Lift in Ad Awareness With Scroll-Stopping Great Whales Campaign
lift in brand awareness
lift in ad awareness
average lens playtime
After an extended closure due to the COVID-19 pandemic, the Royal Ontario Museum (ROM) reopened with a whale-sized splash! Partnering with Snapchat to reach Gen Zers, millennials, and families across Ontario, the ROM wanted to offer Snapchatters an immersive and whimsical AR experience with a glimpse into their new Great Whales: Up Close and Personal marquee exhibit, enticing them to head to the museum for the real thing.
The goal of the museum’s Snapchat campaign was simple — drive awareness and traffic for their new Great Whales exhibit. Knowing they could get the most out of an AR experience, the ROM leveraged sky-tracking technology to place the whales directly in front of Snapchatters. Three versions of the Lens were created and ran through the Camera Carousel depending on the user’s location, giving Snapchatters a variety of unique experiences featuring the great whales.
To drive strong reach and meet the campaign’s awareness objective, the Lenses also ran through an attachment on Snap Ads. Within the ads, the swipe-up feature was used to drive traffic to the ROM’s website, offering a seamless way for Snapchatters to purchase their tickets for the exhibit directly from the app.
The ROM’s campaign results were quite a sight! The campaign drove a +7 point lift in both brand and ad awareness, driven primarily by 18 to 24 year-olds, a critical demographic for their objectives.1 The museum also saw an average of 16 seconds of playtime in the Lenses, and a 1% swipe-up rate on the ads that drove Snapchatters to the website’s ticketing page.1 Two key drivers of the campaign’s success? The use of purposeful sound plus the combination of polished brand video paired with a tutorial video.
Whale, whale, whale… What an amazing campaign for an even more amazing exhibit!
"We have been delighted with the results of the Snap Lens activation as part of the campaign for our highly successful Great Whales: Up Close and Personal exhibition. Not only did it allow us to meet our objective of reaching new, younger audiences by presenting the museum in a fresh and compelling way, but we were thrilled by the level of engagement and enthusiastic responses we received."
- Kathryn Brownlie, Vice President of Brand and Marketing, Royal Ontario Museum