SIMon mobile
SIMon mobile Boosts Sales by 60% with Two-Day First Lens Strategy
To convert play into purchases, SIMon mobile teamed up with Snap to launch its first-ever AR Lens, paired with performance video ads. The result? 60% more sales indicated over Adobe, 20% more search traffic and 64% of campaign reach driven by Lens.
SIMon mobile is a German digital telecom provider offering flexible mobile plans through an app-based experience. Since 2024, the brand has seen strong results on Snapchat through lower-funnel video campaigns powered by pixel integrations. But in 2025, it wanted to go even further.
In a highly competitive mobile market, it was looking for new ways to stand out, drive stronger engagement and boost purchase intent – all without losing the performance efficiency it had worked hard to establish. That’s when SIMon mobile decided to explore the potential of Snap AR.
In June 2025, SIMon mobile upped the ante with its first-ever AR Lens. Aimed at Germany-based audiences aged 13 and above, the brand combined performance-led video ads with an ambitious two-day First Lens strategy. With a First Lens strategy, a brand’s sponsored Lens automatically becomes the first camera ad experience that a Snapchatter sees.
In other words, SIMon mobile would be the first impression of the day in the first position of the Lens Carousel for all Snapchat users. Rather than rely on AR for awareness alone, the team treated it as a performance channel, placing it alongside proven lower-funnel tactics.
The Lens ran as the First Lens for two days, giving audiences a hands-on way to interact with the mobile brand and instantly take action. This heroed Snapchatters, requiring them to quickly and skilfully navigate their heads to bump sim-card icons and score points.
It was a simple yet winning formula: creative immersion up front, backed by clear calls to action in supporting formats.
SIMon mobile’s decision to layer creative AR onto a performance-led campaign didn’t just elevate the experience, it delivered meaningful impact across the board. Within just 48 hours of launch, Adobe sales shot up by almost 60% 1, signalling a clear link between immersive interaction and purchase behaviour.
Within the customer's own Adobe tracking, the campaign already achieved a strong result of 60% more sales 1. At the same time, the lens also aroused curiosity: during the first lens phase, Google searches for SIMon mobile increased by 20% 1– so the lens not only encouraged people to play, but also to find out more.
When it came to reach, AR placements led the charge. Of the 5.6 million total campaign impressions, 3.6 million were achieved through the First Lens 1, revealing the raw power of front-loading high-impact formats to scale visibility and intent.
In combining performance precision with playful creativity, SIMon mobile proved how immersive formats like AR can travel far beyond awareness, driving action, interest and conversion in one cohesive journey.
- Samantha Mikula, Senior Online Marketing Manager | SEA & Paid Social, SIMon mobile
