Rabobank
To boost awareness among 18 to 30-year-olds in the Netherlands, Rabobank launched an AR campaign, which was complemented by UGC-style and commercial content. This strategy meant the Dutch bank encouraged deeper campaign interaction and maximum visibility during a key cultural moment.
Banking on Snap Solutions
Rabobank wanted to make its sponsorship of TeamNL’s Olympic Shorttrack team more than a logo association. The ambition was to become a proud, visible sponsor and build top-of-mind awareness among 18–30-year-olds during a major cultural moment. Snapchat offered an opportunity to bring the sport into the camera and turn sponsorship visibility into participation: not just showing the athletes, but letting Snapchatters step into the action themselves.
On Track for Success
Snap and Rabobank built a platform-first campaign around a gamified Lens modelled on real Shorttrack. With a bird’s-eye view of the track, Snapchatters could play the sport themselves, making the Lens engaging from the first interaction. Video ads did more than create reach: Story Ads and Snap Ads featured Dutch figure skaters Jens and Melle using the Lens and challenging the audience to beat them. As athletes, ambassadors and heroes of the sport, they gave Snapchatters a reason to try the experience. First Lens, First Story and First Commercial takeovers then created high-impact moments to boost reach and Lens usage.
To amplify its AR offering, Rabobank leveraged Snap’s First Lens, which allowed the brand to own the very first Sponsored AR Lens in the Camera for 24 hours. It also used First Commercial and First Story, which secured the day’s first non-skippable ad experience, and the day’s first video ad in the Stories feed.
By launching a multi-format AR campaign that included First Products, Commercials, and UGC-style Story Ads, Rabobank maximised its visibility while encouraging deeper interaction with its campaign.
Surging Ahead with Snap AR
By combining a gamified Lens, athlete-led video and high-impact takeovers, Rabobank connected paid visibility with active participation. The Lens delivered 11.92 seconds of playtime and 536K two-second Lens plays, while generating 81K shares at a €0.40 cost per share and a 1.34% share rate 1. The campaign did more than tell Snapchatters that Rabobank was a proud sponsor: it gave them a way to experience Shorttrack, challenge themselves and share the moment. The result was a sponsorship activation built for Snapchat—turning the sport, its athletes and the audience into part of the same story.
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