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Business

Marc Jacobs Fragrance Launch Achieves Awareness & Purchase Intent Boost on Snapchat

2X

brand & ad awareness benchmark

+43pt

lift in ad awareness

6X

purchase intent norm




The Story
COTY’s Marc Jacobs took its new fragrance launch to Snapchat in Q4 2020 with the objective to drive awareness of their new pillar, Perfect. With a mission to create unique and immersive messaging with large-scale impact in a typically cluttered Holiday time period Marc Jacobs partnered with Snapchat to reach W16-34 who embrace the message of self-acceptance and defying conventional norms, themes prominent among Gen Z and Millennials on Snapchat.
The Solution
With awareness, impressions, and CPMs being key performance indicators, MJ Perfect partnered with Snapchat and deployed Snap Ads and Commercials to reach an audience of women aged 16-34.
The Result
Snapchat's multi-product approach contributed more than double the norm for lift in Product Awareness & Ad Awareness. Snapchatters who saw Commercials saw a +43pt lift in Ad Awareness1, and also displayed Purchase Intent that was 6x the norm.1
Creative Attributes for Campaign Success
Prominent Logo & Product - Prominent Logo drives +81% stronger ROAS and +9ppt increase from New Buyers  Identifiable Product generates +10% stronger ROAS.
Polished Creative Tailored for Snapchat - High Polish Creative generates +13ppt more via New Buyers.
Sound Design - Video creative with audio generates +143% stronger ROAS. Purposeful Sound, driving +28% stronger ROAS.

سناب شات يُساعد أعمالكم على النمو.

1Kantar (Millward Brown) Resonance Study January 2021