Facebook and Instagram are usually the key players in social media marketing. With over 46 million monthly active users and 75% of its audience being 13 to 35-year-olds, Snapchat should also be considered seriously, especially by brands keen to reach Generation Z and take a unique approach with more visual and interactive ads.
It is the perfect platform to let brands show a bit of personality, take risks and a present a more authentic brand to a younger audience.
For inspiration, take a look at these effective campaigns by automobile brands below.
3 Snapchat Ad Campaigns by Automobile Brands that Drove Results
1) ALJ Toyota
Run Time:
2019
Target Region and Audience:
Saudi Arabia
Performance:
The ad campaign run and monitored by the motor brand bought massive traffic on the website. Moreover, the campaign harnessed a lift of +23pp in ad awareness.
Goal:
Abdulatif Jameel Toyota partnered with Snapchat to boost awareness among the users about the launch of their new car Toyota Corolla Hybrid. The final motive of the campaign was to attract users to the website and offline stores to elevate the sales figure of the new car.
Approach and Buyer’s Journey:
The ingenious approach, followed by Toyota, can be elaborated as follows:
ALJ Toyota used the Snapchat Augmented Reality feature to highlight the crucial features of the car. The creative trial lens in the app allowed the users to analyse the car from all angles before visiting the showroom.
Other than this, the brand also used Snapchat Story Ads to educate the users about the features of the car.
The ad campaign also contained Snap Ads that allowed the users to request quotes.
The immersive AR experience was integrated to nudge the users to check the website. Apart from this, a call to action was also included in the ad to bring the users to the website.
Results:
The Snapchat marketing campaign acted as the embodiment of success for the brand, ALJ Toyota saw:
+23 lift in ad awareness
+17 lift in message awareness
38% of the total (73,580) website visitors were new.
Converted 1323 leads to sales which were 53% of all leads
Products Used:
Snap Ads, AR, Lens, Story Ads
2) Volkswagen
Run Time:
2019
Target Region and Audience:
Spain, Ages 18-34
Performance:
With the aim to promote its new leasing model, Volkswagen backed its ad campaign with fun Snapchat AR Lens. The use of this innovative feature helped the brand earn a reach of over 7% and a 7.4% save rate.
Goal:
The key goal of the motor brand was to drive user awareness regarding its new campaign Felices Los 3. This ad campaign was intended to promote the new leasing model of Volkswagen.
Approach and Buyer’s Journey:
As the key motive of the brand was only to promote its new leasing model, the approach followed by the brand was no rocket science.
The brand created a fun yet engaging Lens experience for the most engaged audience on Snapchat of ages 18-34 years. The Lens asked the targeted user to share the screen with their friend.
Once both the users were successfully identified, the Lens took them on a ride in a VW Polo. The Lens included a speedometer that displayed a needle moving up with speed. As the speed increased, the expressions of the two users changed in the ad.
This ingenious approach fostered impressive results for Volkswagen.
The Result:
The state of the art campaign recorded the following results:
Average playtime of over 34 seconds
Above 7% earned reach
Around 7.4% save rate
Products Used:
Snapchat AR Lens
3) Dodge
Run Time:
December 2019
Target Region and Audience:
Saudi Arabia
Performance:
The precisely planned ad campaign delivered exceptional results in the end. The cost per lead calculated by Dodge was just $8.69. Moreover, the ad awareness aspect witnessed a boost of +10pp.
Goal:
The chief objective of the ad campaign was to generate leads for each model of Dodge cars. Apart from that, Dodge also wanted to check and increase the time spent by the users with the brand.
Approach and Buyer’s Journey:
Dodge worked a lot harder to generate leads for its Durango, Charger, and Challenger car models. They introduced the concept of gamification in the AR Lens to attract more users to the Lens.
The campaign witnessed that a user spent around 29.5 seconds playing with the Lens and with each car model of Dodge. Over a period of three weeks, the total time accounts for 2.28 years of playing with the Dodge Lens experience.
The game showcased a car to be driven on the road while avoiding obstacles like camels. The users that interacted with the game were retargeted with Snap ads. These Snap ads were meant to encourage users to sign up for a test drive.
Results:
The ingeniously designed campaign led to the following results for Dodge:
+20pp boost in brand awareness
+17pp lift in brand favorability
Over 1100 leads were generated at the cost of $8.69 per lead
Products:
AR Lens, Snap Ads
Want to Build Your Own Snapchat Ad Campaign?
Now, if you want to build your own ad campaign, it is better to do your dedicated research. The above case studies may seem very effective, but they may or may not work for you in the same way as they did for these automotive brands.
As there are numerous ways to present your content via Snapchat, the overall process of ad development will vary based on your audience, location, tools and many other factors. These things need to be carefully planned prior to jumping into the campaign development process. Hence, whatever you do, make sure you have put and analysed all the cards on the table.