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Hardee’s uses Snapchat to upgrade its brand image

Hardee’s and Initiative Media partnered with Snapchat to elevate its brand image and to connect with consumers by building on its “Go All In” campaign.

Through this collaboration with Snapchat, Hardee’s leveraged a dual-format approach using augmented reality (AR) Snapchat Lens and commercials to generate awareness and excitement around the brand’s limited-edition burgers launched for the Godzilla vs. Kong blockbuster in collaboration with Warner Bros.

Launched regionally, the results were outstanding with the lens delivering more than 15 million impressions with an average playtime of 15s vs 10s for the QSR industry.

UAE and Qatar witnessed a stellar playtime of 35s and 24s respectively. Commercials on the other hand delivered more than 2.9 million impressions with an eCPV of 0.005 vs 0.01$ benchmark and a completion rate of 90%. The campaign delivered +6 points brand lift which is double the norm for MENA and +14 purchase lift within the 18-20 age group.

Vishal Badiani, Creative Strategy Lead for MENA at Snapchat:  “Snapchat offers formats that really do make the most of the mobile screen – from passive formats like full-screen, sound-on video ads in our brand-safe content environment, through to completely immersive and interactive AR Lenses in our camera. You can see with this campaign just how effective and impactful it can be for brands that use both.”

Anupama Jangid, Lead Digital & Media, Hardee’s, said: “Partnering with Snapchat has given us the opportunity to reach our new and existing audiences in an entertaining and engaging way. The campaign’s performance and the impact it has had on our brand image is remarkable. It has been a pleasure working with the Snapchat team and we look forward to working with them again in the future.”