Snapchat collaborates with Flipkart for its campaign

Flipkart along with their ad-tech partner Tyroo teamed up with giant camera-app brand Snapchat to help the e-commerce brand expand its reach, engage more consumers and increase ad awareness for their campaign ‘FlipGirl’. Featuring Alia Bhatt in a superhero avatar, the campaign saw her pose as a ‘FlipGirl’ who affirmed Indian shoppers’ wishlist. To give consumers an immersive and interactive experience, Snapchat created a custom AR lens that allowed Snapchatters to transform into ‘FlipGirl’ and use their superpower to shop super products at a super price with super speed.

Flipkart opted for a multiformat strategy and added a gamified experience to the AR lens. This turned the Snap users into players who could collect coins from different Flipkart shopping categories to unlock additional superpowers. Breaking the clutter in the shopping environment by introducing a lens solution that stood out, Snapchat offered Indian shoppers on Snap a creative and fun way to engage and shop via Flipkart.

The combination of ad formats focusing on brand objectives - including the AR Lens, commercials, Snap, and Story ads aimed at driving longer video view rates and higher swipe-up rates. The results of the campaign were incredibly engaging as the brand observed an average playtime of 15.27 seconds compared to the benchmark of 4–6 seconds, and also drove a 4-point lift in ad awareness. Finally, the combination of a multi-format strategy paired with a stellar concept delivered the campaign to audiences across Snapchat, resulting in a massive reach of 17.2 million.

On this collaboration with Snapchat, Dushyanth Jayanthy, VP of Marketing, Flipkart shared, "Flipkart has always offered shoppers access to relevant selection at a great value. With significant improvement in speed, we now have the capability to delight our customers with a 1-hour delivery promise on our key categories like Beauty, Mobiles, and Electronics and a 1-day delivery for Large Appliances. To talk about the delivery speed at scale, we adopted a clutter-breaking communication approach through the avatar of 'FlipGirl' played by Alia Bhatt, and a clear promise of "Super Brands, Super Price, Super Fast. The Snapchat collaboration helped in making Flipgirl's superpower accessible to millions thus landing the brand proposition in an innovative manner."