Success Story

Ziggo celebrates King’s Day with one of the most shared Lenses in the Netherlands

  • 4.2M

    Impressions

  • 21

    Seconds Playtime

  • 11%

    Share Rate

The Story

Ziggo is the largest cable provider in the Netherlands. Its mission is to add fun and joy to consumers’ everyday lives by helping them connect. For King’s Day, the country’s biggest national holiday, Ziggo wanted to take over Snapchat and offer users the most fun way to celebrate: the King's Day Karaoke Lens. Snapchatters responded enthusiastically, playing with the Lens and sharing it with their close friends to celebrate the most fun day of the year! The King's Day Karaoke Lens is one of the best performing lenses in 2018, in terms of playtime and share rate. Generating 4.2 million impressions, 21 seconds of playtime and one of the highest share rates so far in Netherlands.

The Solution: Lens + Filters

The Lens dressed Snapchatters in a typical fun orange outfit. Then, the karaoke kicks off: the neon sign flickers on, the microphone pulls up and the lyrics start. Luckily, the lyrics are so easy that anyone can sing along to them. This way the Lens brings together friends, young and old, in a fun and experience that celebrates quirky Dutchness. To complete the takeover, Ziggo ran the very first smart name filter in the Netherlands. The filter automatically populates the user’s name into a festive polaroid design that let Snapchatters share their personal King’s Day & Night Snaps with their friends. The results are: 15% share rate and 14.4 million impressions. Source: Snap Inc. internal data April 2018

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The Results

Snapchatters responded enthusiastically, playing with the Lens and sharing it with their close friends to celebrate the most fun day of the year! The King's Day Karaoke Lens is one of the best performing lenses in 2018, in terms of playtime and share rate. Generating 4.2 million impressions, 21 seconds of playtime and one of the highest share rates so far in Netherlands. Snapchatters responded enthusiastically to the smart name filter, and used it in Snaps to celebrate King's Day with their close friends. The filter had a massive 22% share rate (twice as high as the industry benchmark), and generated 14.4M impressions. Source : Snap Inc., internal data, April 2018.

Koningsdag is the most fun of Dutch holidays and our brand is all about fun. The Lens plus Filter combination enabled us to truly take over Snapchat on this key moment for our brand.

Stefan Bothoff, Social Media Manager, Ziggo