Case Study: Chobani achieves +8‑point brand awareness lift and 3.6× purchase intent vs. CPG norm with Snapchat AR campaign

Chobani Brings Unique AR Campaign to Snapchat for Oatmilk Campaign

Chobani, expanding its portfolio into non-dairy oatmilk, needed to introduce the product to new-to-category and new-to-brand consumers and persuade health-conscious flexitarians (ages 18–49) to try it. The challenge was to build broad awareness and consideration in a competitive CPG market while remaining culturally relevant and engaging.

Chobani partnered with Snapchat on an omni-channel campaign that combined a playful AR Lens (interactive helmet with oatmilk cartons) with Snap Ads and Commercials, using Nielsen and Oracle audiences to target dairy and non-dairy shoppers. The campaign drove strong results: the Lens produced notable lifts (e.g., +11‑point brand awareness; +5‑point ad awareness and purchase intent), and overall the effort delivered an +8‑point lift in brand awareness, a +6‑point lift in ad awareness and a 3.6x increase in purchase intent versus Snapchat’s CPG benchmarks, while maintaining low overlap across ad products.

Chobani