Case Study: BBC achieves +23pt brand awareness and +4pt watch intent with Snapchat AR Lens

BBC’s Little Mix The Search launches on Snapchat through a playful AR experience

The BBC partnered with Snapchat to launch its new talent show Little Mix: The Search, aiming to build excitement and drive tune‑ins among Snapchat’s younger audience. The challenge was to create an engaging, platform-native campaign that would boost awareness and encourage viewers to watch the show.

Snapchat produced a gyroscopic AR Lens that put users onstage in a Little Mix concert karaoke experience, supported by Snap Ads and Commercials featuring the band. The campaign drove a 2.7% lens share rate, swipe‑up rates above 1.04%, and delivered strong lifts — +23 points in brand awareness, +7 points in brand association and +4 points in watch intent — exceeding entertainment norms and campaign KPIs.

BBC

Tony Dalton

Media Portfolio Lead