Case Study: Ben & Jerry’s reaches 4.7M Snapchatters and boosts brand awareness with Snapchat Scan Lens

Ben & Jerry’s Brought Love, Peace and Fun into Snapchatters’ Homes via a Popsicle Product Scan

Ben & Jerry’s launched Cookie Dough Peace Pop, a colourful, festival-themed popsicle aimed at Gen Z, and needed to recreate the festival experience and build awareness for the new product while live events were still limited. The challenge was to engage young consumers in an immersive, shareable way that reflected the brand’s Peace, Love and Fairtrade message and drove product recognition.

Partnering with Snapchat, Ben & Jerry’s used a Scan-enabled AR Lens that transported users into a festival scene when they scanned the package, supported by Educational Snap Ads, Story Ads, Commercials and creator content. The campaign reached 4.7 million unique Snapchatters in Germany (1.2M in Austria) with a CPM of €2.63 in Germany; the Lens was used 10.5M times in Germany and 4.8M times in Austria (average playtime >23s in Austria), and drove strong brand lift — e.g., Germany: +17 ppt ad awareness, +4 ppt product awareness; Austria: +27 ppt ad awareness, +18 ppt product awareness.

Ben & Jerry’s