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.
“The First Lens activation for Norway’s 17th of May showcased the value of localized communication, extending our campaign across multiple touchpoints and creating a stronger 360 brand experience. The activation enabled consumers to engage with our brand during a national celebration, while driving incremental reach and connecting us with new audiences.”
- Emma Jonsson, Digital Marketing Lead, KICKS
Boosting Brand Awareness on Snapchat
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.
Leveraging First Lens Unlimited
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.
The Beauty of AR
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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