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Business

Carolina Herrera Drives Uplift Across The Funnel With A Multi-Format Strategy

+11 points lift 

in Brand Favourability, driven by commercials

+7 points lift

in Action Intent for Snapchat users who were exposed to multiple formats 

+4 points lift 

in Brand Awareness & Ad Awareness
The Story
To re-launch Carolina Herrera ‘Good Girl’ in Saudi, the brand released an exclusive, made for the region fragrance ‘Good Girl Midnight’. 
The aim of the campaign; to generate awareness and consideration of the product in Saudi. Taking inspiration from the region, the brand wanted to transcend the very essence of Good Girl with its iconic signature around Jasmin & Tonka to truly resonate locally. 
The creative concept ‘When the night falls, magic happens’ was instilled in all touch points from the creative executions to the look and feel of the product itself. To amplify the creative direction and build brand affinity, Carolina Herrera collaborated with mega influencer Nadine Njeim.

The Solution: A full funnel multi-product strategy to bring the Good Girl Midnight world to Snapchatters

To bring the campaign to life on Snapchat, we took a multi-format approach. Leveraging the power of AR on Snapchat and keeping with the brand look & feel, Carolina Herrera was able to immerse Snapchatters in a magical and opulent golden world via a portal lens, heroing the product and wider campaign video creative featuring Nadine Njeim. By utilizing a combination of both Video solutions (Commercials & Snap Ads) and AR, the campaign drove impact across all key brand metrics. 

The Result
The results for the launch campaign in KSA was outstanding with the campaign reaching over 5.3M+ people, equating to 71% reach for Good Girl’s target audience. The AR Lens alone added an incremental 11% reach to the campaign and combined with video, both AR & Video drove +7 points lift across both brand favourability and action intent thus achieving the campaign’s objective of driving impact and consideration.

"The latest fragrance from Carolina Herrera Good Girl Midnight “عبق الليل” was created exclusively for the Middle East region. Everything around the launch was tailor-made for this region from the ambassador selection to the product name.
The objective of the campaign was to create awareness about this new launch and to have Carolina Herrera on top of mind.
Thanks to Snapchat we were able to reach 71% of our target female audience in KSA and 83% in UAE with our campaign. Not only did we reach our customers with ads across the different formats, but we also managed to achieve best in class VTR and an average camera playtime higher than the industry benchmark. During the month of launch, Good Girl Midnight was the #1 fragrance across several retailers in the region."
 
- Amir Jarboue Salaheldin - Digital & Media Manager - PUIG
"With the growing AR solutions, we partnered with Snapchat to build a face and world lens for CH that enabled the users to learn and interact with the new Middle Eastern fragrance from CH; Good Girl Midnight featuring Nadine Njeim and take them through a full funnel consumer journey.
We did not limit our presence to a lens only, but opted for a multi format approach that drove great results.
71% of total addressable audience were reached in KSA and 11% of them were exposed to the lens indicating that the Lens drove incrementality.
We saw an uplift of +4 in brand awareness and ad awareness. This truly proved that AR helps in engaging with the brand through an experience."

- Romy Alam - Senior Media Manager – Starcom UAE

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