Snapchat Marketing Case Study
With over 320 million daily users, Snapchat is still one of the most popular social media platforms today. In this case study, discover how Llama Lead Gen worked with the Ad Council to use Snapchat as a medium to inform and educate vaccine-hesitant audiences about the COVID-19 vaccine in one of the largest digital marketing campaigns in history.
Snapchat is a creative advertisers dream. As one of the most visual platforms, advertising on Snapchat opens many doorways for creativity and with a diverse offering of advertising options it makes developing campaigns on Snapchat fun!
The Ad Council campaign was no different. For this campaign we took advantage of custom lenses, story ads, and custom filters.
Custom lens
A custom Snapchat Lens was developed in May, 2021. As a user opened the lens their screen turned black and white with a prompt to “Raise your hand if you’ve taken the shot” a placard then appeared on the screen declaring that #IGotTheShot for all to share within their networks.
A post-capture filter featuring the It’s Up to You logo was then provided to overlay onto their new photo.
The beauty of the custom lens is that it amplifies our Word of Mouth reach by allowing the audience to spread our message on our behalf, which adds legitimacy to the message overall.
Story Ads
Four variations of Snapchat Story Ads were produced in 30 second spots; Let’s get back in the game - displaying our desire to get back into our recreational activities, general creative displaying healthcare workers and first responders, and a black lifestyle ads featuring African Americans in various everyday activities.
Phase I
Primary focus was to target lower-income households between the ages of 16-35.
May - June, 2021
1 Campaign
2 Ad Groups
7 Ads
Phase II
Incorporated Black Americans into the overall target audience.
July - September, 2021
1 Campaign
2 Ad Groups
18 Ads
Overall results
$340,000
budget
48,465,215
impressions
170,781
Swipe Ups
$1.99
CPSU
Cost-Per-Swipe-Up
0.35%
Swipe Up Rate
$0.10
CPV
Cost-Per-View
0.19%
CPM
Cost-Per-Thousand Impressions
0.39%
VTR
View-Through Rate
45,525
site visitors
1,752
FAQ CLICKS
$7.47
Cost Per Site Session
1.61
Average Pages Visited
0:11
Average Session Duration
Campaign highlights
CPV: $0.10
Second lowest across all channels
Top 4 in Multiple Categories
CPC: $1.99
$7.47
Cost Per Site Session
CPV: $0.10
56%
Bounce Rate
Top creatives
Phase I
Girls Trip
-
Amount Spent - $30,722
-
Impressions - 3,712,262
-
Swipe Ups - 19,51
-
CPSU - $1.57
-
CTR - 0.53%
Phase II
Questions - Peer
-
Amount Spent - $13,879
-
Impressions - 715,945
-
Swipe Ups - 5,256
-
CPSU -$2.64
-
CTR - 0.73%
Amazon
Why Should I - Woman
-
Amount Spent - $30,569
-
Impressions - 10,467,938
-
Swipe Ups - 23,794
-
CPSU - $1.28
-
Swipe Up Rate - 0.53%
Snapchat post click metrics
45,530 Website Sessions
171,979 All-Platforms Average
1,158 FAQ Views
4,641 All-Platforms Average
0:11 Average Session Duration
0:19 All-Platforms Average
2.5% FAQ Conversion Rate
1.3 % All-Platforms Average
1.8 Pages Viewed Per Session
1.9 All-Platforms Average
Llama Lead Gen's pace of being able to start a project was impressive. They were able to jump in and reach out to our team and get the information they needed in order to get things moving quickly.
Felicia Carmichael
Director of Media, Social and Emerging @ Ad Council