Snapchat Aami Campaign
Fergus Stoddart
This is a post by Fergus Stoddart

To coincide with the 2016 AAMI Victoria Derby Day, we developed a Snapchat campaign for race-goers to play with and enjoy. The AAMI sponsored lens turned the user’s head into that of a horse and had a Geofilter that featured the iconic white picket fence and rose bushes of Flemington Race Course.

“We’ve tried to make this as fun and interactive as possible, making it more about racegoers than AAMI, yet still involving the brand,” says Richard Parker, our head of strategy. The campaign was live for just one day across Australia, and 5.5% of the Australian population (more than 1.2 million Australians) interacted with the lens. 

The campaign was a top performer for the platform and uniquely reached around 70% of the Australian Snapchat population. The average playtime with the lens was 13.85 seconds and 13% of Snaps were converted from play to use. 

AAMI had three Miss Universe finalists attending the races on the day. The contestants used their influence and sassy social expertise to generate further buzz around the sponsorship and campaign by taking over the brand’s social accounts and encouraging punters to use the lens. They also determined the winners of the associated competition by judging the day’s best horse-selfies with the tag #AAMISnaps and rewarding the winners with a $250 Myer gift voucher each. 

“We wanted to do something extra special to celebrate the 25-year sponsorship of what is regarded by many Australians as the best race day of the year, AAMI Victoria Derby Day,” said Laura Carrie, Social Media & Content Manager at AAMI.

This is AAMI’s first lens and Geofilter, but third Snapchat initiative. The previous two Snapchat campaigns were live stories created by Edge during the NBA Draft and Comic Con.