KICKS
To boost awareness during Norway's National Day, KICKS launched a campaign featuring Snap’s First Lens Unlimited. The beauty retailer’s AR Lens encouraged engagement among its target audience, and reached a total of 1.4 million Snapchatters in just 24 hours.
- Emma Jonsson, Digital Marketing Lead, KICKS
The beauty of KICKS’ aim was its simplicity: it wanted to increase brand awareness during Norway’s National Day on May 17. To do this, the retailer needed to connect with its audience where they connect with each other. The obvious solution? Snapchat.
To drive awareness during this key cultural moment, KICKS used First Lens Unlimited, which is an elevation of Snap’s First Lens. The latter provides brands with a single-day ad takeover. This means the brand’s sponsored Lens automatically becomes the first camera ad experience a Snapchatter sees within the Lens Carousel. First Lens Unlimited does the same, but it also provides ad placement permanence for 24 hours in the second ad slot of the Camera.
On May 17, KICKS launched an AR Lens featuring the Norwegian flag alongside the message “Gratulerer med dagen”. The simple design not only allowed the brand to slot seamlessly into national celebrations, but allowed Snapchatters to slot it seamlessly into their own Snaps throughout the special day.
By launching an AR experience that was authentic, culturally relevant and easy for Snapchatters to share, KICKS achieved its brand awareness aim. The beauty brand reached 1.4M Snapchatters – one million of which was organic. It also celebrated more than 219K shares, which represents a 13% share rate and significantly outperformed the typical First Lens Unlimited benchmark. 1 Talk about real 17th May Success!
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