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Case Study: Bundesministerium der Verteidigung achieves 15M+ impressions and 2M+ Lens reach to boost recruitment and awareness with Snapchat
A Snapchat Case Study
Driving Recruitment and raising awareness for the German Ministry of Defense
The German Ministry of Defense (Bundesministerium der Verteidigung / Bundeswehr) created an online video series following eight soldiers on a UN peacekeeping mission in Mali and needed to raise awareness of the Army’s work and drive recruitment among younger audiences. They partnered with Snapchat to promote the series and reach a broad, engaged user base.
A multi-pronged Snapchat campaign used a shareable Lens that put users in combat gear (reaching 2M+ Snapchatters with an 8.35% share rate), a branded Filter reading “EINSATZ SAGT MEHR ALS WORTE” (reaching 2.1M German Snapchatters and generating 75M+ impressions with an eCPM of €3.87), and Snap Ads with Web View linking to extra series content (15.1M impressions). The effort significantly boosted awareness and engagement while supporting recruitment objectives.
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