The Backdrop
With South Africa at the mercy of COVID-19, our ability to shop new products or services is no more. Samsung partnered with Snapchat to give them the product trial through play they never knew they needed. Snapchatters across the nation were able to explore the new Galaxy S20 and discover its features. Plus, with the ability to tap through and enter to win, we all had a chance making this our reality.
The Solution
Samsung launched Africa's first Biddable Lens with a World View, giving the country a way to explore the new Galaxy S20 from home. Biddable Lenses on Snapchat allow brands to scale AR at an always-on basis. But Samsung didn't stop there. Taking over the app on the 4th July with a National Lens Take Over, Samsung ran their World Lens to every South African on Snapchat for 24 hours and provided a CTA on the Lens for a competition to win a Galaxy S20. Samsung then drove users further down the funnel by retargeting users who engaged with the lens by serving them Snap Ads with a CTA.
1.23 Million
national lens engagements in 24 hours
24k
website visits in 24 hours
123 seconds
playtime per user at a cost per engagement of R0.10