voestalpine - Snapchat as a Key Platform for Reaching Potential Apprentices

The target group of 13- to 17-year-olds presents advertisers with particular challenges:

• Limited Targeting: no predefined audiences, custom audiences and lookalike audiences applicable
• Strong Competition: training companies are increasingly competing for the attention of young people
• Media Usage: traditional channels are losing relevance, young people move almost exclusively on social platforms with an entertainment focus
• Attention Window: content must appeal emotionally and interactively within a few seconds

The campaign had to build maximum reach in regionally clearly defined markets while ensuring high interactivity to position voestalpine sustainably as an attractive training company.

Bacon & Bold deployed Snapchat as a breakout channel to optimally combine reach and engagement:

• Geotargeting in relevant federal states (AT: partly local advertising in Upper Austria, Lower Austria, Styria | DE: Thuringia, Hesse, Rhineland-Palatinate, North Rhine-Westphalia, Baden-Württemberg, Brandenburg)
• Awareness spots on topics with high relevance such as safety, salary, school and team
• Profession & location videos for authentic insights into training opportunities

AR Lens as a highlight: conceived by Bacon & Bold and implemented in close collaboration with Snapchat. It offered young people a playful, immersive way to engage with the brand.

The two Snapchat campaigns delivered exceptionally strong results:

• 43.125 million impressions with an average CPM of 0.53 EUR
• Over 11.1 million impressions through the AR Lens
• 126,911 clicks to the campaign website
• AR Lens with share rates significantly above benchmark: Austria: 2.5% (Benchmark: 1.8%), Germany: 2.43% (Benchmark: 1.1%)

The results demonstrate: Snapchat offers the ideal combination of reach, interactivity and efficiency in reaching young talent – and has established itself for voestalpine as one of the key platforms for sustainably reaching apprentices online.