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.

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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.

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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

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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

$7.47

Cost Per Site Session

0:11

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

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Phase I

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Girls Trip

  • Amount Spent - $30,722

  • Impressions - 3,712,262

  • Swipe Ups - 19,51

  • CPSU - $1.57

  • CTR - 0.53%

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Phase II

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Questions - Peer

  • Amount Spent - $13,879

  • Impressions - 715,945

  • Swipe Ups - 5,256

  • CPSU -$2.64

  • CTR - 0.73%

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Amazon

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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

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45,530 Website Sessions

171,979 All-Platforms Average

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1,158 FAQ Views

4,641 All-Platforms Average

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0:11 Average Session Duration

0:19 All-Platforms Average

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2.5% FAQ Conversion Rate

1.3 % All-Platforms Average

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1.8 Pages Viewed Per Session

1.9 All-Platforms Average

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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.

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Felicia Carmichael

Director of Media, Social and Emerging @ Ad Council

Are you ready to take your Snapchat digital marketing campaigns to new heights?

Do you have revenue goals to meet? Launching a new product? 

Do you lack the bandwidth to develop a holistic marketing strategy on your own? 

The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.

Get an in-depth look at our strategy for Ad Council for each of these channels:

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