Snap is pulling back the curtain on the brand results for its Sponsored Snaps product for the first time to share the results from Wendy’s use of the product during its Q4 alpha test phase. Snap began testing Sponsored Snaps with launch partner Disney. The format allows brands to deliver full-screen video Snaps directly to the app’s users, who can reply by sending a message directly to the advertiser or using the call-to-action to open a link. If left unviewed, Sponsored Snaps will be removed from users’ inboxes.

For Wendy’s campaign, the fast-food chain made an effort to showcase its often playful brand personality with a Snap sent directly to Snapchatters that depicted a Wendy’s sign that read “Can we yap now” with the caption “Saw this and thought of u <3.” On the day of the brand’s Sponsored Snap, organic followers on its public Snapchat profile grew by 54%. The campaign also drove an over 17% overall lift in brand ad awareness.

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