WOWZA! Results From My First Snapchat Geofilter Campaign
This past weekend I completed my first Snapchat geofilter campaign for Bacon Sports and boy am I excited! This article is going to talk about my experience, detail the Snapchat geofilter campaign process from start to finish, lay out the results, show some of the Snapchat geofilters being run alongside mine, plus give some tips to think about when running your next Snapchat geofilter campaign.
On Thursday afternoon on Facebook I saw that a bunch of my friends were going to the Windy City Smokeout, a country music meets beer and BBQ festival in Chicago. Considering the name of my company is Bacon Sports and my demographic is millennials who like to have fun I thought this would be a great opportunity to run my first Snapchat geofilter campaign. There is one catch, however. I’m not a fan of country music so I actually had no plans of going to the Smokeout (note: I do love beer and BBQ though.)
I set up my geofencing around where the Windy City Smokeout was going on and submitted my design, which was the Bacon Sports Tecmo Bowl logo, at 4:34 pm on Thursday.
I saw that Snapchat typically has a 48 hour approval process so I was crossing my fingers that it would get approved in time to run during the Saturday from 2 pm – 10 pm time slot that the Windy City Smokeout was going on.
Total cost to run my first Snapchat geofilter campaign (assuming it gets approved): $28.20.
Fast forward to 10:10 am on Saturday and I get an email congratulating me that my Snapchat geofilter was approved.
BOOMSHAKALAKA! Let’s get this party started.
As luck would have it, as I was enjoying Summertime Chi at Oak Street Beach around lunch time, I found out that a second group of my friends were going to the Windy City Smokeout. As someone who loves to kick it with a large group of friends, that was good enough for me. To the Windy City Smokeout we go!
Upon getting there I encountered what was the longest line I’ve ever seen in my life (no exaggeration.) We had not purchased our ticket to the Smokeout yet so we proceeded to wait for over 30 minutes to get near the front of the line (note: time doesn’t do this line justice. I could have sworn they were giving away free money or something for as long as this line was.)
As we got closer to the entrance and saw how insanely packed it was our group opted to forgo the festivities and instead take our weekend to an outdoor patio.
Amazingly this ended up being a blessing in disguise because we were now close enough for the Bacon Sports Snapchat geofilter to kick in yet I didn’t have to pay $40 to get into the event! I sent my crew off to the patio bar down the street while I geeked out over my geofilter.
I have to imagine this is how Golden State Warriors fans felt upon learning that Kevin Durant would be signing with the team because I was flying to the moon. I felt a sense of legitimacy and awesomeness. Only companies that are big and know what they are doing can afford to run Snapchat geofilter campaigns, right? In the words of Lee Corso, “Not so fast my friend.”
For the next 20 minutes I went into my own creative world and created as many different snaps as I could using the Bacon Sports geofilter. I didn’t post these snaps but instead saved them to my camera roll so that I could use them later (shout out to the Snapchat Memories update for allowing me to do this.)
Here’s a look at some of the “generic” Bacon Sports geofilter snaps I created:
So lets get to the buried lead: the Snapchat Geofilter Campaign Results.
The Bacon Sports Snapchat geofilter campaign ran for 8 hours at a packed food & music festival and I received 192 uses.
Is that a good number or not?
Here’s how I’m quantifying it. I spent $28.20 to get 192 people to take a photo or video promoting Bacon Sports. That comes to $0.14 per action.
On top of that, those 192 actions resulted in an additional 10,347 high quality impressions. What do I mean by high quality?
One of the best forms of marketing is word of mouth. It’s affirmation from someone you trust. In this instance 192 people said to their friends “Hey guys, check me out having fun at the Windy City Smokeout and look at this cool Bacon Sports filter that I’m using.”
To me this is a much more targeted and rich impression, since it comes from a recommendation, than a random banner ad.
If I’m going to evaluate this on a straight CPM basis then the 10,347 high quality impressions cost me $2.72/CPM. Not too shabby if I was just measuring success on this metric alone.
However, the way that I’m evaluating the success of this campaign is by using both numbers, because that’s the reality of the situation.
For $28.20 I got 192 people to take action and another 10,347 at minimum see the Bacon Sports logo from someone they know, like and trust.
Winner winner chicken dinner!
Two big things stuck out to me about where I chose to run my Snapchat geofilter campaign.
- I targeted an area that had a crazy amount of people. On one hand that is a good thing, for obvious reasons. On the flip side, I heard from some of my friends that were at the Windy City Smokeout that they had wireless connection issues and none of the Snapchat geoftilers were showing up. While I have no idea how many people ran into the same issue, I’ve experienced this year after year at Lollapalooza so this is no surprise. This isn’t likely to change me running a Snapchat geofilter campaign, more just something to be aware of.
- While outside the Windy City Smokeout I’ve never seen more Snapchat geofilters in one location in my life. No joke, I think there were 15 of them. Pitchfork music festival was going on that same weekend and they had multiple filters. With major events like this marketers need to be aware that there will be increased competition, at least in major cities like Chicago. While this shouldn’t deter you from running a Snapchat geofilter campaign, it’s also worth noting.
Here’s a look at some of the Snapchat geofilters that were running at the Windy City Smokeout:
Now that I’ve got my first successful Snapchat geofilter campaign under my belt the sky is the limit for where I’ll take this. As Gary Vaynerchuk wrote about in May, the use of Snapchat geofilter campaigns is a sneaky arbitrage right now. This is something that won’t last forever. Because of that I’m going to be very forward-thinking with how I approach running Snapchat geofilter campaigns and recommend them for my Cress Media clients.
If you are a brand or company that wants to step your Snapchat game up then let’s chat. I’d love to talk about creating a Snapchat strategy for you, running a Snapchat geofilter campaign, designing a Snapchat geofilter, or helping out any way I can. Hit me up at any of the following:
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