FNB executed a successful multi-platform campaign to unite South Africa as a nation and bring together all supporters for our national rugby team the Springboks’ journey to the 2019 Rugby World Cup.
To extend the brand message to a younger engaged audience, we decided to also use Snapchat and have a strong presence on the South African youth’s channel of choice. We wanted to share some fun creative executions and reach a large number of people while having a big impact and encouraging lots of brand engagement during the hype of the World Cup.
We worked with the Snapchat team to develop a Sponsored World Lens that Snapchatters across South Africa could interact and play with - this was the first World Lens in Africa.
We chose Lenses specifically as it’s the platform’s most engaging ad format. World Lenses are a new addition to Face Lenses, adding 3D Augmented Reality (AR) elements to scenes captured with our users’ smartphone rear-facing camera.
Our “Springboks World Lens” used a Face Lens to transform Snapchatters into an instant supporter with face paint, a Springboks cap, playful confetti and “Go Bokke” added to their selfies and videos. When using their rear camera it got even more exciting, with an AR rugby ball and moving goal post appearing, letting players track the number of goals scored when successfully swiping the ball over the moving post - creating a complete interactive dynamic gamified experience that resonated with the Snapchat audience.
In addition, we also share a range of Snap ads and national Snapchat filters and smart filters for the duration of the campaign.
The World Lens exceeded all projected results and broke new Snapchat records. During the Rugby World Cup final, in one day only, we received
2 years and 1 month of Playtime (benchmark* = 5 months)
126 764 Saves to phones (benchmark = 11K p/d)
4 minutes and 20 seconds’ Playtime per user (benchmark = 95 seconds)
1.1 million Engagements (benchmark = 344K)
And a record-breaking cost of R0.11 per Engagement
For the overall campaign duration
The average Playtime was 265 seconds (benchmark = 95s)
Total Playtime was 1063 days ( benchmark = 300 days)
Total Engagements were 1.75 Million (benchmark = 688K)
Total Saves were 158.4K (benchmark = 22K)
Our Audience Filters achieved the following results
Total Engagements were 181K
Total Saves were 6.4K
Total Shares were 1.5K
Cost per Engagement was R0.05
The Snap Ads did equally well with
Total impressions at 650K
Swipe ups at 4.9K (benchmark = 4K)
eCPM R39.00 (benchmark = R68.00)
*All benchmarks figures are South African benchmarks
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