Snapchat has teamed up with Wendy’s to test Sponsored Snaps, a new conversational ad format that delivers branded messages directly to users’ chat inboxes.
The idea is that Sponsored Snaps will engage users seamlessly within their chat feed, feeling more like a friend’s message than a traditional ad.
Wendy’s campaign—featuring a playful message, “Can we yap now?” and “Saw this and thought of you <3″—generated 52 million impressions in just one day, making it the highest-viewed U.S. takeover ad in Snap’s Q4 Alpha test.
The campaign also boosted Wendy’s organic Snapchat following by 55% and drove nearly 12,000 clicks, resulting in a 17% increase in brand awareness.
In Q4 2024, Sponsored Snaps were the platform’s largest single-day reach product.
