Case Study: Royal Ontario Museum achieves +7-point lift in ad and brand awareness with Snapchat

Royal Ontario Museum Drives +7 Point Lift in Ad Awareness With Scroll-Stopping Great Whales Campaign

The Royal Ontario Museum (ROM) relaunched its visitor experience after a prolonged COVID‑19 closure with the new Great Whales: Up Close and Personal exhibit and faced the challenge of driving awareness and ticket traffic among Gen Z, millennials, and families across Ontario.

ROM partnered with Snapchat to deliver sky‑tracked AR Lenses (three location‑based versions via the Camera Carousel) plus Snap Ads with swipe‑up links to the ticketing page. The campaign generated a +7 point lift in both brand and ad awareness (especially among 18–24s), 16 seconds average Lens playtime, and a 1% swipe‑up rate—success attributed to purposeful sound and the mix of polished brand and tutorial video.

Royal Ontario Museum

Kathryn Brownlie

Vice President, Brand and Marketing