Harrys
To welcome a trio of Goûter Moelleux pastries to its lineup of baked goods, Harrys and its media agency leveraged Snapchat’s First Lens and AR Lens capabilities to create a fun and innovative experience featuring the new treats. The multiformat strategy delivered impressive ad recall and attention performance.
- Margaux Pierre, Digital Marketing Analyst, Barilla
Harrys, a popular French bakery brand founded in 197, sought an innovative way to introduce its new Goûter Moelleux pastry lineup. Despite its strong local identity and footprint in France, the brand sought to break through the crowded snack market with a fun and innovative experience. Harrys set out to build sustainable brand awareness and product recall among French consumers by moving beyond traditional advertising toward high-impact, interactive storytelling.
Partnering with its media agency, Harrys launched a large-scale campaign on Snapchat centered on a gamified AR Lens. The experience turned the snack cakes into a game piece, challenging users to achieve high scores with their selfie cams. To maximize reach, the brand utilized a First Lens—ensuring it was the first thing users saw in the Lens carousel for 24 hours—complemented by Snap Ads optimized for engaged views.
This AR + Video approach allowed Harrys to capture attention instantly and maintain it through immersive play:
3x longer attention duration across formats compared to benchmarks 1
8x longer attention duration on AR Lens compared to benchmarks 1
+8pts ad recall among users exposed to the campaign 2
The multiformat campaign's success was validated by Lumen, Snap’s third-party attention measurement partner, revealing the campaign reached 6.4 million unique Snapchatters, with the First Lens reaching 2.2 million people within 24 hours. These results prove that a multi-format strategy on Snapchat can turn a product launch into a memorable, interactive experience while capturing sustained attention and ad recall.
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