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Snapchat kicked off the short work week with Monday’s unveiling of its Lens Creative Partners program, which is aimed at connecting brands with expert creators of the messaging application’s augmented reality Lenses.
Snap Inc. said more than one-third of its 186 million daily users interact with AR Lenses on the app every day, averaging three minutes of play time.
More than 30 creators who have been using Snapchat’s Lens Studio to create “engaging, immersive” AR lenses are part of the Lens Creative Partners program’s initial group, and Snap said it intends to add over 100 additional creators over the next several months.
The company said over 250,000 Lenses have been submitted by the Snapchat community via Lens Studio, and they have been viewed more than 15 billion times.
The program’s launch partners, listed below, range from large agencies to smaller firms that focus on AR to individual creators, and Snap said it aims to give brands access to expert AR creators regardless of their budgets and location.
The company added that Lens Creative Partners are chosen based on their experience in developing quality AR, and they all completed a “rigorous course” on Snapchat’s development process, creative best practices, ad policies and buy models for sponsored AR Lenses on the platform.
According to Snap, Nielsen Catalina measured 22 campaigns by consumer-packaged-goods brands and found that the messaging app’s AR Lenses led to an average sales lift of 10 percent, increased ad awareness by 19 points and boosted brand lift by seven points.
The initial Lens Creative Partners are:
Warm & Fuzzy/Endless Summer
Red Interactive/Under Armour
The Richards Group/Dr Pepper