Case Study: Bundeswehr achieves 74k subscribers in 4 months with Snapchat Public Profile

First to launch a Public Profile in Germany, accumulating 74k subscribers within 4 months

The Bundeswehr (German Armed Forces) — already using AR Lenses to showcase career opportunities and attract recruits — needed a permanent, discoverable home on Snapchat to make those experiences accessible anytime. As the first organization in Germany to launch a Snapchat Public Profile, they aimed to centralize their AR content and grow their organic presence.

By creating a Public Profile as a designated destination for their AR Lenses, the Bundeswehr made its recruiting experiences easily accessible to Snapchatters and expanded its reach. The profile attracted 74,000 subscribers within four months of launch (Snap Inc. internal data, May 2021).

Bundeswehr