Wolt
Wolt, a Finnish brand, was eager to expand its marketing strategy on Snapchat, so it introduced AR to the mix. To identify the most impactful format, it A/B tested BAU Snap Ads against a combination of AR Lenses and Snap Ads. This proved the power of AR, as it delivered significant results for Wolt.
- Roman Hitibashvili, Global Head of User Acquisition, Wolt
Established in 2014, Wolt connects consumers with local restaurants and grocery stores in over 1000+ cities worldwide. From customer orders to commercial results, it’s always been focused on delivery. The Finnish brand has used Snap Ads and Story Ads to run always-on user acquisition campaigns, optimised to SKAN App Installs, but it was eager to expand its approach. That’s why Wolt added Augmented Reality to its Snap order.
Wolt wanted to know whether AR could effectively drive new customer acquisition and purchases among consumers aged 18 and over in Germany. To find out, Snap launched an A/B test in December which ran until the start of January. It introduced AR Lenses optimised to SKAN App Installs, alongside Snap Ads. AR gamified the ordering experience by creating a world where Snapchatters could become Wolt delivery drivers. Sitting astride a scooter, players collected points depending on the food item they added to their order. The results of the AR experience were then measured against Wolt’s BAU Snap Ads.
Wolt’s A/B test proved the sheer power of AR. The test group, which combined AR Lenses and Snap Ads, significantly outperformed the control group, with the Lenses proving highly effective for user acquisition. More specifically, the test showed a 49% lower cost per SKAN App Install and a 39% reduction in cost per SKAN First-time User 1. The bottom line? Lenses are now part of Wolt’s always-on strategy.
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