Case Study: The Dutch Ministry of Defense achieves 2.9M impressions and drives awareness and recruitment with Snapchat's Audience Lens

The Dutch Ministry of Defense drives awareness and recruitment with Snapchat

The Dutch Ministry of Defense partnered with Snapchat to raise awareness and drive recruitment in the Netherlands with a playful "Don't Blink" challenge Lens. The challenge was to engage young Snapchatters and showcase roles in the armed forces by prompting them to keep their eyes open.

Using Snapchat’s Audience Lens, users appeared as soldiers and unlocked gear (helmet, microphone, night-scope) the longer they didn’t blink. The campaign drove 2.9 million impressions and achieved a 4% average share rate (Snap Inc. internal data, Dec 2018).

The Dutch Ministry of Defense