Wendy's
Wendy's, as a challenger brand in the fast-food industry, leveraged Snapchat's new Sponsored Snaps ad product to achieve significant engagement and brand awareness. Their campaign resulted in 52 million impressions in a day, the highest view rate among US Takeover advertisers in the Q4'24 Alpha phase, and a substantial lift in ad awareness and organic follower growth.
in a single day¹
Wendy’s: A Challenger Brand
Wendy’s is an international fast food chain that has consistently brought their clever, funny, and irreverent brand personality to life across social channels. As a challenger brand — and as a way to keep pace with similar restaurants who are able to spend more — Wendy’s is always looking for new and innovative ways to create breakthrough moments in the culture that highlight their unique brand personality and help them stand out from the rest.
Why Wendy’s Partnered with Snapchat
When Snapchat announced an opportunity for brands to partner together to Alpha test the latest ad product, Sponsored Snaps, Wendy’s jumped at the chance. Sponsored Snaps — which offer a way for brands to engage with users by delivering a full-screen, vertical video ad directly to their chat feed — provided the perfect canvas for Wendy’s to be their authentically sassy self in a way they’ve never done before.
And knowing that Snapchat is where people love to go to connect with friends, Sponsored Snaps were the ideal canvas for Wendy’s to live their brand ethos out loud and invite Snapchatters out to lunch! With creative that truly felt like getting a Snap from a friend, Wendy’s was able to go beyond the typical ad placement to reach their audience authentically and form a true connection.
Results from Wendy’s Sponsored Snap
By taking advantage of the latest ad product, Wendy’s achieved impressive results that demonstrated the power of authentic connection with customers. In a single day, their Sponsored Snap saw nearly 52 million impressions and achieved the highest View Rate of all US Takeover advertisers in the Q4’2024 Alpha phase! On the day the Sponsored Snap launched, Wendy’s Public Profile grew their organic followers by +54%. Additionally, the Sponsored Snap drove a lift in Ad Awareness more than 5x above the restaurant category benchmark.
With creative that truly felt like a Snap from a friend - Wendy’s, was able to leverage the new opportunity to not so much feel like an ad placement - but rather a true connection!
52M impressions in a single day¹
Ad awareness lift over 5x above the restaurant category benchmark²
Wendy’s public profile grew their organic followers by +54% on the day of their Sponsored Snap³
Highest view rate of all US Sponsored Snaps of all US Takeover advertisers in the Q4’24 Alpha phase⁴