Snapchat users go for joyrides with Jeep’s branded lens

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 4×4 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 4×4 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. 

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,” 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 4×4. Branded holidays have become a staple of marketing blitzes, but the made-up occasions can also be greeted with bah-humbug attitudes.