Business

Faces Ramadan Brand-formance Campaign Bridges Offline and Online and Delivers 10 pts Lift on e-commerce Purchases

+10pts

lift on online purchases amongst adults age 35+

1.4

higher ROAS than rest of videos ads with Creators content in KSA

10.9x

ROAS delivered from e-commerce focused campaigns in KSA

57%

incremental reach from AR in UAE
The Story
FACES is a leading beauty omni-channel retailer offering fragrance, skincare, bath and body, makeup, haircare, and accessories in the Middle East.
Faces have collaborated with Snapchat to launch their Omnichannel Ramadan campaign with the objective of driving awareness of their Ramadan creative and driving traffic to store as well as e-commerce traffic and purchases in UAE & KSA. 


The Solution
Faces adopted premium ad formats across both camera and content. Within the camera, they activated 3 lenses covering Pre-Ramadan, Ramadan and Eid Celebrations, building their audience in anticipation for the big sellout momentum.
At the same time and within content, they ran first commercials in KSA, Story ads and Snaps ads for offline and DPA for e-commerce in both UAE & KSA. Their video ad strategy combined brand creatives and creator's content. In parallel, measurement solutions covering a brand lift study and a conversion lift study were set up for the branding campaign. A Brand Lift study was also set up to measure brand metrics such as Brand Awareness, Ad Awareness, Brand Favourability and Action intent.
The Results
Impact of Brand campaigns on performance metrics (Brand-Formance): To understand the impact of brand campaigns on lower performance metrics like purchases, conversion lift study is set on the brand campaign. While the primary objective of the branding campaign is reach and awareness, the conversion lift study showed a 10.35% lift in purchases amongst adults aged 35+. 
The Lens delivered an incremental reach of 57% in UAE.
First Commercials delivered an incremental reach of 44% in KSA.
Video campaign drove +10 pts lift in Brand Awareness & +9 pts lift in Ad Awareness in amongst KSA Snapchatters Age 25-34. It also delivered a +11pts lift in Brand Favourability amongst KSA Snapchatters Age 35+1
Creators content drove 1.4x higher ROAs than other videos creatives in KSA.2
Lastly, Online ROAS for Ramadan campaign is 10.9x in KSA.3
First Commercials delivered great results as well with +5 pts lift in brand awareness, + 4pts lift in ad awareness, +9 pts lift in brand favourability and +6 pts lift in action intent. 20% of users were reached incrementally with First Commercials.
"Snapchat is definitely a player that has become one of our key drivers throughout the years. We are extremely pleased & excited with the overall performance from our Ramadan 2022 campaign using the right ad format mix to deliver our main objectives which is clearly resonating with Snap's core gen Z & millennial audience."
 Lydia Slim, Digital Marketing Manager, Faces 
 
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“Snapchat has been pivotal for FACES growth in KSA. Adding yet another channel to connect our customers with their loved brands. Not only were we able to overachieve our ROAS, but we were relevant to both our consumers and brand purpose.”

Faheem Ahmad, Performance Marketing Manager - Beauty Division, Faces

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1Snap Inc. conversion lift study March 13 - May 08, 2022
2Data from Snap Ads Manager as of March 08 - May 07, 2022
3Data from Snap Ads Manager as of March 08 - May 07, 2022