Snapchat is not a natural place for an SUV. It's a lighthearted platform where goofy fun rules the landscape. How could we take our typical 60s TV ad and remodel it for a new kind of storytelling - the Snapchat Promoted Story - rolling out for the first time in our region?
Cutting it into vertical segments wasn't enough. We had to retell the story in a way that fit that platform... with emojis and a guest appearance from a beloved creature.
FIRST AUTOMOTIVE BRAND TO USE PROMOTED STORIES IN MENA
The results
32.3 million impressions - which an eCPM at very competitive rate at $1.85 only (versus the forecasted Impressions were estimated at 30M and an estimated eCPM of $2)
A remarkable Story Open Rate of 13.26% which generated 2.4 million impressions for the Story ads alone.
Reached a total 5.3 million unique Snapchatters.
The Story recorded 7.8K Swipe Ups which led to an excellent Swipe Up Rate of 3.33% and insane 62.23s spent on the landing page (Snapchat swipe up rate benchmark in MENA is 1%-5%).
The full story achieved a completion rate of 27.03% which is also phenomenal (the average story completion rate is between 12% - 21% across multiple verticals/countries.)