Whereas Instagram is all about curating perfect images, Snapchat is designed to let users share an unfiltered snapshot of their lives. It encourages endless, uninhibited self-expression. But, by charging people data to use the platform, mobile networks are holding people back.

So we decided to remove the barrier that was stopping people from snapping freely, by making Snapchat data-free. And we gave all Snapchatters a new way to interact with the platform - a SnapPet. For the first time, Snapchatters could play with and look after their own pet on the platform - via 7 national lenses. While you feed it, clean up after and take it for walks, your pet grows from a pup all the way to a fully grown puggerfly.

Each lens was designed to be shareable, with selfie and world modes. And now that Three customers were free to share them as much as they liked.

The puggerfly was the perfect embodiment of the feeling of data-free Snapchat - a graceful, social butterfly mixed with a silly, uninhibited pug. However, he wasn’t confined to the platform, and roamed free on billboards, TVs and special builds across the country.

The campaign started with the hero week of lenses, and was supported by a 6 week TV, OOH, PR and social campaign. All activity contained a snapcode which drove users back to Snapchat, via a custom URL, allowing them to play with the lenses and download a bespoke sticker pack. Furthermore, all Three stores were transformed into Snap playgrounds with exclusive lenses and merch.

Activity was upweighted in certain high-priority cities around the UK, with special builds, interactive 6-sheets, and even a hanging puggerfly in Liverpool’s biggest shopping centre.

People played with Puggerfly a benchmark busting 37 million times, and shared their Puggerflies 2.5 times more than the average Snapchat lens.

Furthermore, the average play time across the series of lenses was 250% higher than the benchmark for branded lenses.

The campaign garnered 319 pieces of press coverage across national and industry titles.

The percentage of 3 customers on Snapchat has increased since our campaign launched. Pre-campaign, 9.5% of 18-24 Snapchat users were on the Three network, however following the launch of the campaign this has increased to almost 13% - illustrating that usage of the platform for Three customers is increasing. So that's a 37% uplift in usage.