Case Study: Samsung Netherlands boosts ad awareness (+20 pts) and purchase intent (+3 pts) with Snapchat’s Director’s View Lens

Samsung Netherlands Drives Purchase Intent for Galaxy S21 using Video Ads and Director’s View Lens

Samsung Netherlands needed to build awareness and drive consideration for the new Galaxy S21 by showcasing its vlogger-focused Director’s View feature in a way that felt native and engaging to young mobile audiences. To do this it partnered with Snapchat, Publicis, and Blauw Gras to translate the phone’s dual-camera capability into an interactive AR experience and complementary video ads.

The campaign combined multi-format video creatives with a Director’s View Lens on Snapchat that let users record front-then-rear camera Snaps to experience the feature firsthand. Measured by a Kantar Millward Brown Brand Lift study, the effort produced strong outcomes: +20 points in ad awareness, +3 points in overall purchase intent, a 33-second average lens playtime, and a +14-point purchase-intent lift among users planning to buy a phone in the next 1–3 months.

Samsung