White Claw
The hard seltzer house party staple tapped Snapchat’s AR technology to drive user interaction and showcase White Claw’s “World’s Smallest House Party.” The campaign boosted ad recall and impressions at a low cost per click.
White Claw—the ultimate refreshing hard seltzer—hit the UK in June 2020, bringing its iconic mix of sparkling water, alcohol, and real flavour to the rising global hard seltzer scene.
Fast forward to December 2024, and White Claw went BIG by going SMALL. Taking their viral 2023 ‘Claw-ner Shop’ success on the road—literally—hauling the World’s Smallest House Party across the UK. A tiny house with a massive vibe, bringing intimate, unforgettable moments straight to Gen Z partygoers.
But making noise isn’t enough— White Claw wanted to reach new younger Gen Z consumers. And that’s where Snapchat came in. With millions of younger users ready to discover their new favourite house party drink of choice, Snapchat partnered with White Claw and tapped into Snapchat Lenses and Snap Ads to spread the hype.
In partnership with The Kite Factory, White Claw launched an innovative campaign dubbed the "World's Smallest House Party." This initiative featured Snapchat’s cutting-edge Augmented Reality (AR) Lens, designed to provide users with an engaging and immersive experience that brings the essence of a house party to life in a compact, virtual format. By integrating this playful AR technology, White Claw encouraged fans to interact with the brand in a lighthearted and enjoyable manner.
To complement the AR experience, the brand also made significant enhancements to its advertising campaigns. These optimizations were aimed at maximizing user engagement and ensuring that the campaign captured the attention of its target audience effectively.
Thanks to support from the Snapchat team, we delivered an innovative and fun campaign for White Claw, maximising reach and engagement across their core audience with results exceeding targets.
The AR Lens earned an impressive 1.92% share rate. Combined with Snap Ads, the campaign led to a 17 percentage point increase in ad recall, far surpassing the UK benchmark of 7 points for CPG brands. And with 1.9M impressions, the campaign struck a chord with Snapchat’s young, lively audience, helping to boost White Claw’s brand recognition significantly.
- Hannah Smith, Social Media and Advocacy Specialist, Mark Anthony Brands UK
