Dive Brief:
- Jeep's
custom Snapchat lens "Jeep Hair, Don't Care" allowed the app's
users to virtually get behind the wheel of an open-air Jeep Wrangler
Tuesday, according to a press release. The
lens, which showed users' hair blowing wildly when they raised their
eyebrows, was in celebration of the second annual Jeep 4x4 Day and was
created with social media firm Society Agency.
- Unlike
other branded lenses, "Jeep Hair, Don’t Care" isn’t completely
disappearing after Tuesday. Starting Wednesday, consumers will be able to
access it by scanning Snap or QR codes provided at Jeep events, and
intermittently on Jeep's social media channels and blog. The lens will
remain active through October.
- Across the
social media landscape, Jeep encouraged consumers to mark Jeep 4x4 Day by
emblazoning posts with the hashtag #Jeep4x4Day. Prior to the day, the auto
brand accumulated social media content from Jeep fans to develop a short
video called "Today Was Made For Adventure" that can be viewed
on YouTube and other platforms.
In the mobile age, retailers can't afford
to focus solely on acquisition. As competition grows, using the power of apps
to build long-term loyalty is a must.
Dive Insight:
Marketers have embraced Snapchat to connect
with the app's Gen Z and millennial-heavy audience. In fact, research from the
firm L2 figures 64% of brands now participate in Snapchat, though Digiday reports 30% of Snapchat
brand accounts are dormant. Branded lenses have been a popular
feature for marketers looking to drive interaction with young consumers, but
their lofty prices limit the field of brands signing up to those with major
social media budgets. Lens costs are estimated to range from $450,000 to more than $700,000.
Marketers are paying up because branded
lenses have produced significant results. Snapchat revealed a Kraft macaroni and cheese lens reached
nearly 20 million Snapchat users in 24 hours who viewed it 28 million times and
spent an average of 20 seconds playing with it. The lens sparked a 5% increase
in brand favorability and a 13% lift in purchase intent. A Michael Kors lens garnered
104 million views, an 18% jump in brand ad awareness, a 12.5% bump in sunglass
preference and a 6% hike in purchase intent, per Snap.
Before Jeep ponied up for its "Jeep
Hair, Don’t Care" lens, it had already run a successful Snapchat campaign.
Working with Society Agency last year, Jeep launched its Snapchat channel with
a voting challenge taking place within a six-day vertical video story, and it
released national and dealer branded Snapchat filters. The Snapchat story garnered 24 million views, according to
Society Agency.
In addition to tapping Snapchat again,
Jeep returned to social media more broadly to promote its branded holiday with
the 4x4. Branded holidays have become a staple of marketing blitzes, but the
made-up occasions can also be greeted with bah-humbug attitudes.
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