Case Study: Snickers achieves +11-point ad awareness lift with Snapchat Lenses

Snickers Drives +11 Points Lift in an Ad Awareness (Lens) Full Funnel Campaign on Snapchat

Snickers, the caramel-and-peanut chocolate bar, wanted a fresh way to reach larger audiences and boost brand awareness—particularly among Gen Z—so it partnered with Snapchat on a full-funnel campaign to grow ad recall and engagement.

Using Snapchat Lenses and AR to bring the “Hungry Face” creative to life, plus non-skippable Commercials and interest‑based Snap Ads, Snickers drove strong results: the Lens lifted ad awareness by +11 points (and +12 points among 18–20 year olds), reached 5.9 million people with a 10.46s average playtime, while Snap Ads and Commercials lifted awareness by +8 and +6 points respectively. The multi-format approach produced an overall +15 point ad awareness uplift and +6 point message awareness gain.

Snickers

Kapil Parab

Senior Brand Manager