Case Study: OTTO achieves 3.6M reach and a 9ppt increase in Ad Awareness with Snapchat

OTTO Combines Video and AR Ads to Drive Maximal Reach and Awareness for its “Heimnachten” Christmas Campaign

OTTO’s “Heimnachten” (HOME-mas) campaign responded to the stay-at-home Christmas of 2020 by targeting 18–29 year olds in Germany with the goal of driving reach, ad and brand awareness, and positive brand association while showcasing gift and home-accessory offerings. The challenge was to make the brand and campaign motto top of mind for a younger audience during an unusual holiday season.

OTTO partnered with Snapchat to deploy a full-funnel approach across Camera and Content—Snap Ads, Story Ads, Commercials and two AR Lenses (shareable Face Lenses and a “snow globe” home Lens)—all optimized for creative performance, playtime and shareability and linked to OTTO’s shop. The campaign reached 3.6M unique users and delivered a 9ppt lift in Ad Awareness (7ppt Message Awareness, 9ppt Brand Imagery), a 65% commercial video completion rate, and a 1.5% Lens share rate, driving efficient incremental awareness among the target audience.

OTTO