Magnum
Magnum explored how AR could elevate its Snapchat campaign, with the AR-enhanced approach driving 56% higher ad awareness, 33% more incremental reach, and 35% lower CPM demonstrating that immersive ads amplify engagement while improving media efficiency.
Magnum, known worldwide for its indulgent ice cream, sought to discover whether AR could make its Snapchat campaigns more impactful. In April 2025, Magnum’s key objective was to measure if immersive experiences could boost brand recall and engagement, while also reaching new audiences efficiently.
In Magnum’s campaign, two distinct tests were created to accurately measure the incremental value of AR. One test received standard Snap Ads and Commercials, while the other included the same assets, only powered with an AR Lens.
The AR Lens allowed Snapchatters to playfully interact with Magnum’s product, creating immersive experiences that brought the ice cream to life in ways static or video-only formats couldn’t.
The campaign utilised the same creative base across both tests, ensuring any performance differences could be attributed to AR Lens itself. Snapchat’s best practices guided the approach: vertical-first formats, punchy content, and interactive elements designed to prompt engagement.
The AR-enhanced test outperformed expectations. Ad awareness climbed 56% compared with the video-only cell 1, while incremental reach grew 33% 2, bringing the campaign to new eyes. Efficiency improved too, with CPM dropping 35% 2, meaning Magnum was able to reach more people at a lower cost.
By embedding AR alongside Snap Ads and Commercials, Magnum cost-effectively extended reach and deeply engaged audiences, turning impressions into meaningful interactions.
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