- In a campaign using Snap’s Sponsored Snaps ad product, Wendy’s recorded nearly 52 million impressions in a single day, marking the very best view rate of all U.S. takeover advertisers in the course of the product’s alpha test phase in Q4 2024, per an organization blog post.
- Snap began testing Sponsored Snaps, which permit brands to deliver a vertical video Snap on to Snapchatters in their chat inbox, last October. Wendy’s used the format to send a photograph of its sign outdoors with a message on it that read, “Can we yap now.”
- The campaign generated nearly 120,000 clicks and drove an ad awareness lift over five times above the restaurant category benchmark. The results represent Snapchat’s first time sharing performance outcomes from a brand’s Sponsored Snap campaign.
Snap is pulling back the curtain on the brand results for its Sponsored Snaps product for the primary time to share the outcomes from Wendy’s use of the product during its Q4 alpha test phase. Snap began testing Sponsored Snaps with launch partner Disney. The format allows brands to deliver full-screen video Snaps on to the app’s users, who can reply by sending a message on to the advertiser or using the call-to-action to open a link. If left unviewed, Sponsored Snaps will likely be faraway from users’ inboxes.
For Wendy’s campaign, the fast-food chain made an effort to showcase its often playful brand personality with a Snap sent on to Snapchatters that depicted a Wendy’s sign that read “Can we yap now” with the caption “Saw this and considered u <3.” On the day of the brand’s Sponsored Snap, organic followers on its public Snapchat profile grew by 54%. The campaign also drove an over 17% overall lift in brand ad awareness.
Wendy’s often employs buzzy marketing strategies. For the return of its Strawberry Frosty, the brand teamed with T-Pain to remix “Buy U A Drank” with recent lyrics concerning the frosty flavor. Prior, the chain re-upped its partnership with “Rick and Morty” for a special menu inspired by the sci-fi-comedy. Wendy’s has also experimented with channels including the metaverse and shoppable ads on connected TV.
For Snap, Sponsored Snaps allow the social media platform one other approach to court advertisers. In Q4 2024, the ad product was its largest single-day reach product, based on press details. Additionally, Sponsored Snaps and Promoted Places each grew the variety of unique Snapchat users reached by advertisers and delivered a 30% increase in reach on average in the U.S.
Snap has sought other ways to grow the promoting arm of its business. This week, the corporate introduced its recent Agency Partner Program, an expansion of the agency offering it launched last yr, to permit agencies of all sizes to work more closely with the corporate and help maximize client results. Snap reported a revenue increase of 14% yr over yr to $1.56 billion, based on an earnings release. The social media platform has over 850 million monthly energetic users and 453 million each day energetic users globally.
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