Success Story
Success Story

The Dutch Ministry of Defense drives awareness and recruitment with Snapchat


total impressions


average share rate

The Story

The Ministry of Defense in the Netherlands worked together with Snapchat to launch a "Don't Blink" challenge Lens. The Lens challenged Snapchatters to keep their eyes open and showed the roles in the armed forces, to raise awareness and to drive recruitment in The Netherlands.

The Solution: Audience Lens

Snapchatters found themselves as army soldiers when opening the Lens. The longer they didn’t blink, the more equipment they would unlock: a helmet, a microphone, and night scope equipment.

The Results

The Lens challenge reached a total of 2.9 million impressions.

Source: Snap Inc internal data, December 2018.

On Snapchat we have been running successful Snap Ads campaigns for a few years, where we tell the story of Defensie in 10 second videos and drive relevant traffic to our website using swipe-ups. With this custom Lens, however, we were able to generate engagement with our audience in a fun and much longer way. By utilizing the power of the camera's possibilities we are responding to the shift of advertising to gamification.

Erik Aaftink – Digital Director Initiative / Kris Manders – Campaign Manager Defensie