Snapchat’s innovative Sponsored Snaps advertising format has demonstrated remarkable success in its alpha testing phase, with Wendy’s achieving unprecedented engagement metrics during a Q4 2024 campaign.
The fast-food giant’s Sponsored Snap – a vertical video ad delivered directly to users’ chat inboxes – generated approximately 52 million impressions in a single day, marking the highest view rate among all U.S. advertisers testing the product. According to Snapchat’s official blog, the campaign also drove 120,000 clicks and boosted ad awareness by over five times the restaurant industry benchmark.
Campaign Highlights
Wendy’s leveraged the platform’s playful tone with an outdoor billboard photo captioned “Can we yap now” and the message “Saw this and thought of u <3.” The strategy proved highly effective:
54% increase in organic followers on Wendy’s Snapchat profile
17% overall lift in brand ad awareness
Strong user engagement with direct replies to the advertiser
About Sponsored Snaps
Launched in October 2024 with Disney as inaugural partner, this full-screen video format:
Appears in users’ chat inboxes
Allows direct messaging replies or CTA link clicks
Automatically expires if unviewed
Snapchat’s Advertising Growth
The Q4 2024 alpha test showed Sponsored Snaps becoming Snapchat’s:
Highest single-day reach product
Contributor to 30% average U.S. reach increase when combined with Promoted Places
Snapchat continues expanding its ad solutions, recently introducing an Agency Partner Program to collaborate with agencies of all sizes. The platform now boasts 850 million monthly and 453 million daily active users globally, with Q4 revenue growing 14% YoY to $1.56 billion.
Wendy’s has maintained its reputation for innovative marketing, with recent campaigns involving musical collaborations with T-Pain and a Rick and Morty-themed menu.
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