Case Study: The Patrick Star Show achieves full-funnel awareness, engagement and intent lift with Snapchat

AR and Video Drive Full Funnel Lift for The Patrick Star Show

Nickelodeon turned to Snap to launch The Patrick Star Show, aiming to bring Patrick Star to life, ignite a multigenerational fandom, and let users experience the SpongeBob universe in new ways. The challenge was to engage both nostalgic fans and new viewers across the full marketing funnel—raising awareness and driving watch intent.

Nickelodeon ran a multi-product Snap campaign combining attention-grabbing Commercials and Story Ads with an immersive AR Lens. The campaign produced strong engagement and full-funnel lift: 22s average playtime, 7.2% share rate, AR Lens performance at 2x playtime and 3x share rates vs. Entertainment benchmarks, and measured lifts of +22 points Ad Awareness, +12 points Brand Awareness, and +4 points Action Intent.

The Patrick Star Show