Snapchat's case study on Perfetti Van Melle ‘CHUPA CHUPS’

Category and Brand introduction

Perfetti Van Melle Chupa Chups is a confectionery brand with a strong presence in over 150 countries around the world. The brand is popular for their lollipops available in over 100 flavors. Their core philosophy is, ‘sharing happiness with everyone irrespective of their age’

Summary

With the aim of reaching the target audience and staying true to the spirit of creating a fun engaging experience that would create a direct brand recall, Perfetti Van Melle Chupa Chups with Snapchat created a distinct Fun Lens. The brand leveraged Snap’s advanced AR offerings for their teenage audience to celebrate the spirit of friendship virtually.

Problem Statement/Objective

Perfetti Van Melle Chupa Chups wanted to reach more users and increase the user engagement on the Snapchat platform

Brief

As mentioned earlier the brand believes in sharing happiness with everyone. Taking this thought forward, the brand wanted to reach more users and increase the user engagement on Snapchat. 

Creative Idea

Chupa Chups with Snapchat created a Fun Lens for their teenage audience to celebrate the spirit of Friendships in India. The gamified campaign involved Snapchatters to open their mouths in front of the camera and catch a range of Chupa Chups in a matter of a few seconds. It was fast, fun and engaging. 

Challenges

The target audience Gen Z is known to have a shorter attention span and they look out for experiences that are unique and engage them rather than passively viewing ads

Execution

The lens was available in the lens explorer and snapcodes. The audience was able to use a Snap code to unlock this Fun Lens and catch over 20 Chupa Chups in 15 seconds. The Lens was found to be quite engaging among the users and they also shared it with their close friends. The Snapchat Fun Lens setup along with multiple ads were active for over 15 days.

To popularize the campaign and reach the mass Chupa Chup India had promoted the same on their Facebook page, and Instagram handle to increase the visibility and credibility around the campaign.

Results

The campaign witnessed high engagement amongst the target audience and the brand saw a 1.71% share rate and a 1.91% save rate, which translated to approximately 50,000+shares and 54,000+ saves

CMO Quotes

"Perfetti values innovation, we have done it time and time again in our products, but we wanted to translate innovation through engagements to our young audience. Snapchat and Tyroo helped us create a unique experience which allowed us to reach out to a large audience set. We saw high engagements and a new way to promote our products." - Paritosh Gupta, Associate Director Marketing and Digital Lead, Perfetti Van Melle