Deezer
To boost awareness and intent, Deezer ran a multi-format Snapchat strategy with Snap Ads, Commercials, and an AR Lens. The campaign reached 9M unique Snapchatters, including 3.1M through the Lens, and lifted brand opinion and likelihood to subscribe.
“Snapchat’s AR Lens helped us bring Deezer’s social side to life in a fun, immersive way while driving meaningful lifts in brand opinion and subscription intent.”
- Giovanna Varache - Brand Marketing Lead
Deezer turns AR engagement into subscription intent
Deezer is a global streaming app that gives listeners more ways to discover, personalize, and share music. With high-quality audio, user-controlled recommendations, and social sharing tools, Deezer focuses on helping people connect through music in ways that feel personal and easy to share.
As part of its Q5 awareness campaign, Deezer wanted to strengthen brand perception and drive intent to subscribe while complementing its always-on performance campaigns across app and web. To do this, the brand turned to Snapchat with a multi-format strategy designed to maximize reach, deepen engagement, and connect immersive brand storytelling to lower-funnel intent.
Making music discovery more immersive
Deezer deployed a Snapchat campaign combining Snap Ads, Commercials, and an AR Lens. Together, the formats helped the brand scale awareness while creating a more interactive experience for Snapchatters.
The AR Lens was the centerpiece of the campaign. Built to feel immersive, social, and highly shareable, the Lens invited Snapchatters into a branded Deezer experience that put connection at the heart of the interaction. Instead of relying only on passive exposure, Deezer used AR to make its message feel participatory and native to Snapchat.
By pairing the Lens with Snap Ads and Commercials, Deezer created a campaign that could work across the funnel. The broader media mix helped drive reach and visibility, while the AR experience gave Snapchatters a more memorable way to engage with the brand and consider Deezer’s subscription offering.
Driving reach, brand opinion, and subscription intent
The multi-format strategy helped Deezer reach 9M unique Snapchatters, including 3.1M through the Lens. 1
The AR Lens also delivered strong brand lift results among exposed users. Deezer saw a +15 point lift in overall brand opinion and a +8 point lift in likelihood to subscribe among Snapchatters exposed to the Lens campaign. 1
For Deezer, the campaign showed how Snapchat’s immersive formats can help connect brand-building and performance goals. By combining broad-reach video placements with an interactive AR Lens, Deezer strengthened brand perception, increased subscription intent, and created a social-first experience that helped music discovery feel more engaging on Snapchat.
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