VOXI Combines Commercials and Snap Ads To Extend Reach and Drive Awareness Amongst Snapchatters
lift in brand awareness
lift in ad awareness
lift in message association
VOXI wanted to raise awareness of the VOXI brand amongst Snapchatters and it’s proposition of ‘Endless Social Media’, whilst maximising reach against their target audience of 16-30 year olds.
VOXI worked with creative agency, Ogilvy, to create bespoke, platform specific video assets. Creative ensured that the VOXI brand and ‘Endless Social Media’ message was upfront and throughout. The creative considered the target audience by leaning on internet culture, such as non-stop social media scrolling. Snap Ads were utilised alongside Commercials to increase reach of the target audience by finding users in different parts of the Snapchat app. The campaign was measured with a Multi-Cell Brand Lift Study. Cell 1 included Commercials and Snap Ads and cell 2 included Commercials only.
Overall brand uplift metrics were incredible, achieving above benchmark results for measurement studies in the UK1. Thanks to the format choice and creative best practice, the campaign saw a +9pt lift in Brand Awareness 1, +30pt lift in Ad Awareness1 and +16pt lift in Message Association for ‘Endless Social Media’1. The addition of Snap Ads alongside Commercials provided an incremental reach of 22% over Commercials. The multi-placement cell also delivered CPM efficiencies, with the average CPM in Cell 1 being £3.20 CPM vs. £5.96 CPM for cell 2 which featured Commercials only2.
“We're really pleased with how the campaign performed. It has clearly shown the importance of creative designed for Snapchat specifically and the value of a multi-format approach. We're looking forward to taking these learnings and continuing to drive awareness and engagement with the VOXI brand in future Snapchat campaigns. ”
- Nadia Najjarine, Paid Social Lead, VOXI
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