Case Study: Petmoji achieves 3M+ reach and 72-second average engagement with Snapchat

Universal and Snapchat partnered to bring every Snapchatter a pet(moji) of their very own

Universal partnered with Snapchat to promote the summer 2016 release of The Secret Life of Pets, aiming to introduce the movie’s characters and drive engagement with a creative, interactive execution. The challenge was to create a fun, shareable experience that would both showcase the pets and hold users’ attention beyond a typical ad impression.

They used Snap Ads with a swipe-up Web View that let Snapchatters build and send custom “Petmojis” featuring movie characters, placed across curated Discover channels. The campaign reached over 3 million Snapchatters with 5 million+ impressions, achieved a 16% unique engagement rate, produced an average 72 seconds of time spent in the Web View, and delivered 2.5× more time spent versus sites without web view preloading.

Petmoji