Ben & Jerry’s Scoops Major Gains with Snapchat Campaign,Boosting Youth Engagement
Sydney,Australia – Ice cream icon Ben & Jerry’s saw significant increases in brand awareness and purchase intent among young Australians following a targeted Snapchat campaign throughout July and August 2025.The campaign leveraged Snapchat’s high-impact advertising formats to reconnect with Millennials and Gen Z, demonstrating the platform’s effectiveness in reaching a crucial demographic.
For nearly five decades,Ben & Jerry’s has been a beloved freezer staple,establishing itself as a leading ice cream brand since the 1970s. Recognizing the need to maintain relevance with evolving consumer preferences, the company turned to Snapchat to engage Australia’s younger audiences.
The strategy centered around Sponsored Snaps, delivering full-screen video ads directly to users’ Chat feeds, followed by a clear call to action. A key component was the use of “First Snap,” a single-day takeover format ensuring Ben & Jerry’s ad was the first impression for Snapchatters opening their Chat. The creative focused on reinforcing the enduring popularity of Cookie Dough, visually highlighting the flavor’s appeal.
beyond initial reach, Ben & Jerry’s employed a sustained auction campaign to maintain consistent brand visibility within the engaging Snapchat habitat. The results were substantial: the First Snap ad reached over 3 million Australians. Specifically, the campaign generated a +13pt lift in overall Ad Awareness, a +14pt lift in Ad Awareness amongst 18-20 year olds, and a +7pt lift in Action Intent amongst 21-24 year olds. These gains underscore the power of strategic, high-impact advertising on Snapchat to drive both brand recognition and consumer action.
