du
Through an interactive Snapchat AR Lens, the campaign invited users to engage with the brand in a playful, immersive environment — turning awareness into participation. The experience drove strong engagement signals, extended time-with-brand, and showcased the power of AR as a scalable format for capturing attention and strengthening brand affinity.
Evolving Brand Strategy in a Competitive Telecommunications Market
du is a telecommunications service provider offering a suite of mobile, fixed-line, broadband, and IPTV services to individual and business customers. The company maintains a network infrastructure designed to support connectivity needs across the region. In a competitive telecommunications market, the brand sought to differentiate itself by moving beyond standard awareness campaigns toward initiatives that foster active consumer participation and create memorable, interactive experiences.
du Drives Engagement with Snap’s Augmented Reality
To drive engagement, du implemented Snap’s Augmented Reality (AR) Lenses, transitioning from static messaging to immersive 3D storytelling. This allowed users to interact with the brand's vision of connectivity within their own physical space via the camera. By prioritizing shareable, "playful" experiences, the strategy encouraged natural organic reach and transformed passive viewers into active participants.
The AR activations resulted in high efficiency and increased consumer engagement:
First Lens Activation: Achieved a 15% lower CPM and exceeded industry benchmarks for camera playtime by 11%.
Second Lens Activation: Delivered a 48% lower CPM and a 37% increase in average camera playtime relative to industry benchmarks.
This campaign demonstrates the effectiveness of immersive technology in the telecommunications sector. By implementing Snap’s AR Lenses, the brand successfully increased time spent in brand interactions while improving overall cost efficiency.
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