The Objective
Founded in 1911, Kraš is one of Croatia's oldest and most iconic companies. Over the decades, Kraš has become synonymous with quality chocolate and candy production, representing a symbol of Croatian tradition and craftsmanship.
The company’s aim was to increase awareness of its beloved chocolate brand Čoksa through an engaging "Truth or Dare" campaign. The challenge was not only to promote their products but also to create an engaging, interactive and memorable experience for their valued customers.
Kraš employed a variety of media channels to invite customers to participate in a truth or dare game ideation process. The audience was encouraged to visit the landing page of Čoksa and submit ideas for truth or dare challenges. Leveraging Snapchat’s innovative augmented reality (AR) lens, transformed the campaign into a playable and interactive game challenge, aligning perfectly with the platform’s trend-savvy, young and entertainment oriented demographic.
Aleph, as the exclusive sales partner for Snapchat in Croatia, partnered with Real Group and Kraš and recommended employing the full power of multi format structure with the focus on the Augmented Reality Lens format in order to capture attention and bring high engagement from Gen Z, the main segment of users on Snapchat platform.
Leveraging the power of augmented reality on Snapchat, Čoksa embarked on a creative journey centered around the timeless game of Truth or Dare.
The Solution
Aleph’s creative studio Selva produced an engaging AR lens experience that digitalized the popular experience of playing truth or dare to the mobile phone environment, where users interacting with the lens could play the game virtually with their friends.
According to research, Interactive Entertainment AR Lenses are found to boost memorability (+9%) and brand perception — people in the middle of the purchase journey see the brand as more innovative (+9%) and those at the end see it as unique (+8%).
The truth or dare concept blended the thrill of the game with the digital entertaining factor of Snapchat. Users started a randomizer within the AR lens and received creative dare ideas. After completing the dare, they could challenge their friends and invite them to do the same, creating a chain reaction of participation and social sharing. This viral element encouraged user-generated content and organic promotion of the campaign and increased playtime thereby exposure to the Čoksa brand.
To expand the campaign’s reach, Kraš leaned into a multi-format strategy and supported the captivating AR lens with other Snapchat ad formats, including Snap ads and Story ads to direct users to a dedicated landing page, where they could learn more about Čoksa’s "Truth or Dare" activation.
The Results
By embracing the diverse ad product mix offering on Snapchat, that leveraged ads in both content and the camera segment, Kraš achieved success across their campaign across 2 flights.
Snapchat’s unique user base is active and loves sharing content, which is why Kraš leveraged AR lens to drive strong engagement with average camera playtime of 32.08 seconds, total 14 thousand saves of videos playing with lens to Camera roll and 136 thousand of shares, in both campaign flights.
The sharing aspect, which lets the user publish the video either to their Story or share it directly to friend’s chat contributed significantly to the Earned Reach metric, resulting in over 80.000 earned reach in the first phase and 50.000 earned reach in second phase of the campaign.
Content ads helped with expanding the reach by covering additional two ad placements, with Snap ads CPM being 6x lower compared to the industry benchmark, and Story ads with a CPM 8x lower compared to the industry benchmark.
Key Takeaway
The campaign successfully stimulated widespread engagement, leveraging the social aspect of Snapchat to encourage friend-to-friend challenges. The combination of AR technology, social sharing, and in-store integration resulted in a powerful connection between the digital and physical experience, driving increased brand awareness and consumer interaction with Čoksa.
