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Papa John's Return of Valentine's Campaign via Snapchat
By: MediaPost
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What does a brand get in return for running a Valentine’s Day-inspired campaign on Snapchat? If you’re Papa John’s, you get a big boost in ad awareness along with sizable pizza sales.


Executed last Valentine’s Day, the campaign featured a heart-rich AR Face Lens, which allowed Snapchat users to order heart-shaped pizzas directly from the app.


In response, more than one-quarter of users who swiped up on the Papa John’s Lens went on to buy a Valentine’s Day pizza.


Also, 60% of Lens views unlocked with the Snapcode were from unique users, while the campaign led to a 6% lift in ad awareness among Papa John’s customers.


Pleased with its original performance, Papa John’s has tapped Snap Inc. to run a similar campaign, this Valentine’s Day.


The success of the campaign is attributable to several factors, including Snapchat’s solid popularity among younger users, along with the continued popularity of its augmented-reality technology. (On average, more than 75% of Snapchat’s community uses its augmented reality features on a daily basis.)



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