Wargaming
The gaming studio launched its first Snapchat campaign in Germany to promote World of Tanks Blitz. Using Snap Ads and non-skippable Commercials, they achieved a significant boost in ad recall. Localized creative and a mix of gameplay and streamer content drove strong engagement among males 18–35.
Wargaming, the studio behind smash hits like World of Tanks and World of Warships, has built its reputation on intense, strategic combat and diehard global fans. But even legends need fresh troops — and for the mobile-first World of Tanks Blitz, that meant exploring new terrain to grow their German audience of male gamers aged 18–35.
That direction marked a new foray into Snapchat — and they weren’t just dabbling. They were out to make an impression (literally). With support from technical partner Allformance, Wargaming wanted to test if Snapchat’s short-form video magic could boost awareness among the demographic most likely to download and dive in.
Wargaming launched a creative-heavy campaign using Snap Ads and six-second, non-skippable Commercials designed for maximum punch with minimal time. Their strategy: Mix high-energy gameplay with authentic UGC (user-generated content) from streamers — topped off with localization into German to better connect with the audience.
Here’s how their mission was accomplished:
+18-point lift in ad recall – A massive jump that showed the content stuck with viewers, especially compared to a 14% recall in the control group.
1 in 3 users remembered the ad – Short-form formats proved powerful. Even a single six-second exposure made a lasting impression
Native language = better engagement – Localizing creative to German helped increase relevance and click-throughs.
UGC + gameplay = winning combo – The most successful assets leaned into authenticity and excitement.
With the right creative formula and audience targeting, Snapchat can deliver serious firepower when it comes to expanding reach. Want to try short-form storytelling that clicks? It might be time to test Snapchat for your next campaign.
- Alina Filipiuk, Sr. Brand Marketing Manager, Wargaming
