Summary
The Biddable Lens for Sunfeast YiPPee!! created a memorable fun experience for the young Snapchatters while the ad placements helped improve reach and redirect traffic to a unique set of recipes curated by the brand to highlight unique product features like multiple flavors and non-lump texture.
Challenge
The instant noodle category is extremely competitive and primarily caters to the younger 13-16 year age group. ITC has found that this audience segment needs more options to choose from - continuous change, easy to make and variety in their snacks. Equipped with these key drivers, ITC's instant noodles brand, Sunfest YiPPee!! Noodles introduced packaging which includes 2 flavor sachets in every pack, making them the perfect mood pack and thereby creating a noodle flavor choice for all the moods of the consumer.
Objective
The brand wanted to spread the message to its target audience and turned to Snapchat as the medium of choice to promote the product.
Strategy
Considering the age of the target groups and the nature of the product, ITC determined that an interactive and engaging campaign would be the best way to spread the message. They decided to create a full scope marketing campaign on Snapchat by covering Story ads, Snap ads and a Biddable Lens.
Data
AR is a growing phenomenon with the launch of filters from Snapchat and Facebook. 30% of the digital users in the age group are highly active on using lenses on Snapchat with them spending atleast 90 mins every month on the platform.
Solution
The Biddable Lens created a memorable fun experience for the young Snapchatters while the ad placements helped improve reach and redirect traffic to a unique set of recipes curated by the brand to highlight unique product features like multiple flavors and non-lump texture.
Results
1. 7 lac youngsters engaged with the Yippee Snapchat AR filter 2. 20K+ users shared their filter engagement with their peers while 30K+ users saved the image from the filter to share it on social platforms 3. ITC's YiPPee Noodles saw a 95% increase in brand association on Snapchat 4. 5% Lift in Brand Awareness 5. 6% Lift in Ad Awareness
