Case Study: Crave achieves a 12-point action-intent lift among 25-34s and 1.3M+ incremental reach with Snapchat

Video and AR Serve Up Performance For Canada’s Drag Race

Crave, the Canadian streaming service, needed to create buzz and drive tune‑in for Season 2 of Canada’s Drag Race, targeting a core Millennial audience (25–34) in a competitive streaming landscape.

They partnered with Snapchat, combining a gamified AR Lens that let users “get into character” with Snap Ads and Story Ads. The campaign produced a 12‑point lift in Action Intent among 25–34-year-olds and the AR Lens delivered more than 1.3 million incremental Snapchat reach.

Crave

Mert Inal

Director of Marketing