Food and beverage giant Mondeléz Australia has partnered with Snapchat to launch the platform’s newest functionality – demo-targeted audience lenses – promoting a range of suitably spooky lenses to suit the split personality of their Sour Patch Kids range for Halloween.
To date, Snapchat lenses in Australia have only been available to advertisers for purchase as a nationwide takeover. However, campaigns will now be able to be targeted based on a number of key demo factors.
Qualifying factors include age, gender, and ‘Snap Lifestyle Categories’ – content-informed audience segments based on a user’s viewing habits in Discover and Our Stories.
Mondeléz is the first brand to partner with Snapchat for the local launch of audience lenses, running a targeted lens that switches as easily between sour and sweet as their Sour Patch Kids product promises to.
The lens activation will run in the spookiest week of the year – the lead up to Halloween – in a campaign created in conjunction with Mondeléz’s media agency, Carat. The activation will target people aged 14 to 24.
The launch of Snapchat’s audience lens functionality coincides with reduced lens production times for advertisers, with original lenses now requiring only six weeks, and a quick turnaround option that can be live in under three weeks.