Too Yumm X Marvel Kids AR campaign

OBJECTIVE:

Too Yumm, a leading snack brand, partnered with Marvel to launch a line of superhero-themed snacks featuring Ironman, Thor, Captain America etc. The goal was to generate significant engagement and to create a memorable, experiential activation using a Snapchat lens/Filter that would not only resonate with Marvel fans but also strengthen the connection between Too Yumm and the excitement of their favorite superheroes.

STRATEGY & EXECUTION:

To achieve these objectives, we developed a branded Augmented Reality campaign centered around a Snapchat lens/Filter. This lens allowed users to virtually consume Too Yumm snacks and then transform into the superhero associated with the flavor they chose.

The act of "virtually eating" the snacks engaged users on a psychological level, strengthening the connection between the product and the superheroes. By allowing users to see themselves transform into Marvel superheroes while consuming Too Yumm!, the campaign successfully linked the super hero transformation to the act of eating the snack, creating a strong experiential brand recall.

This approach led to remarkable results, making the campaign both highly engaging and deeply resonant with the target audience on Snapchat.

RESULTS :

● Impressions: 27.9 million+ (equivalent to over 27.9 million+ virtual chip packets consumed by users)

● Reach: 8.23 million+, surpassing our target by 16%

● Average Playtime: 21.35 seconds, far exceeding the industry norm of 7-9 seconds, indicating deep user engagement and a strong connection to the brand.

● Share Rate: 0.92%, significantly higher than the typical market rate of 0.18%

● Save Rate: 0.78%, greatly surpassing the market average of 0.22%

These results highlighted the campaign's success in not only reaching a broad audience but also deeply engaging them. The extended playtime and higher share and save rates on Snapchat demonstrated that users were actively involved with the branded lens/filter, not just passively interacting with it.

This set a new standard for future campaigns and showcased the effectiveness of targeted AR experiences on Snapchat in creating impactful marketing outcomes.