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Business

COTY Builds the COVERGIRL Brand with Video Strategy Reaching Gen Z and Millennials

Q1' 20
+9pts

ad awareness

Q2 '20
2X

ad awareness lift for commercials vs. snap ads

4.5X

norm for lift in purchase intent

74%

of Snap reach was unique to Snapchat
The Story
COVERGIRL Clean Fresh came to Snapchat in 2020 to get in front of the hard-to-reach Gen Z and Millennial female audience with the objective of driving awareness and reach of the new COVERGIRL Clean Fresh Skin Milk Foundation. COVERGIRL Clean Fresh Skin Milk Foundation is a vegan foundation formulated without formaldehydes, phthalates, parabens, sulfates, and talc.
With reach, impressions, and CPMs being key performance indicators, Snapchat delivered a video strategy rooted in creative excellence to deliver
The Solution
Solution 1: Snap Ads - Effectively engaging Snap Ads helped drive efficiencies at scale, delivering over 150 million Impressions4, at an average CPM of $1.794. Additionally, the Snap Ads also showed strong interest with over 970,000 Swipe Ups to direct point of purchase.4
Solution 2: Collection Ads - Collection Ads, a type of Snap Ad that allowed Coty to showcase 4 different products, delivered over 39 million Impressions4, at an average CPM of $1.514. Additionally, the Collection Ads also showed strong interest with over 375,000 Swipe Ups to direct point of purchase.4
Solution 3: Commercials - Commercials, featured within Snapchat’s premium Discover content, were utilized to drive further impact. Delivering an efficient average Cost Per Completed View of $0.01, and high Video Completion Rate of over 78%, Commercials further cemented brand and ad recall among Snapchatters.3
Creative Attributes for Campaign Success
Prominent Logo & Product - Prominent Logo drives +81% stronger ROAS and +9ppt increase from New Buyers.2 Identifiable Product generates +10% stronger ROAS.2
Polished Creative Tailored for Snapchat - High Polish Creative generates +13ppt more via New Buyers.2
Consider Celebrity Celebrity presence/endorsements,  driving +20ppt more via New Buyers.2

‫سناب شات يُساعد أعمالكم على النمو.‬

1Kantar (Millward Brown) Resonance Study April 2020
2Kantar (Millward Brown) Resonance Study July 2020
3Nielsen TAR Study July 2020
4Snap Inc. Internal Data April-June 2020
2Nielsen Catalina CPG Sales Lift Studies Q3 2018 N=82