In 2018, Snapchat made strides in ensuring advertisers can drive measurable return on investment for their campaigns. We launched new formats for eCommerce advertisers and made significant enhancements to our performance suite in Ads Manager. With the start of the new year, we’d like to reflect on some advertising partners in 2018 who were able to achieve their business objectives and drive results. These advertisers used Snapchat to inspire, engage, and encourage creativity with their target audiences on the platform.
Here are what some of our partners had to say about the successes they achieved by adding Snapchat to their campaigns’ marketing mix:
“Bryan Anthony was able to spend more this year than ever before as a result of Snapchat's new conversion pixel. Now that we have proper data attributing, we were able to apply a much larger and significant bucket in to the platform. Overall we saw over a 2.5X ROAS on direct swipe ups on cold traffic, but in addition over a 7X when blended across the entire campaign. Snapchat has given us a new player in the DR space to scale effectively with.”
-David Herrmann, Director of Advertising at Social Outlier
“The Snap platform continues to show us great engagement, giving us the opportunity to not only share our mobile site experience to our audience, but also continuously reach them month over month.”
-Prem Patel, Associate Media Manager at Jet.com
Amazon’s holiday Snapchat campaign brought 6 Amazon deals to four different cities across the country through the AR experience. These cities were New York City (Times Square, Bryant Park, Rockefeller Center), Atlanta (Georgia Aquarium, Ponce City Market), Chicago (Navy Pier, Magnificent Mile, Millennium Park) and Los Angeles (Santa Monica Pier, Venice Boardwalk, The Grove).
Overall, there were 12 Lenses launched across the cities, which offered specific product deals depending on what time they were accessed through the Lens carousel. Featured deals included Amazon devices like the Fire TV Stick 4K with all-new Alexa Voice Remote and four surprise Deals of the Day. The Lenses appeared in the main Lens carousel if you were in the city, or via Snap Ads where you could Swipe Up to access them.
Domino’s ran a national ad campaign that let Snapchat users play with the platform’s “shoppable AR” lens. The feature lets users tap a button within Snapchat to quickly order a pizza without leaving the app. The visuals were two-fold: When a person used the feature on their face, the Snapchatter would be wearing a pair of sunglasses, which reflect a pizza in their lenses. However, when the camera flipped over, Snapchatters would be able to see a floating Domino’s pizza box that opens to reveal a pizza. The campaign was created in partnership with the agency Kabaq, which visited a Domino’s location to shoot images of a pizza before turning the photos into an AR feature.
“During Cyber Week we used Snapchat Story Ads to drive purchases of our Black Friday and Cyber Monday offers. We were able to achieve a profitable ROAS in our campaigns overall, proving out Snapchat as a competitor in the direct response space, and a partner that we can rely on to drive growth for our business."
- Justin Kassan, Director of Acquisition @ MVMT
“Snapchat allowed us to generate a huge amount of awareness during our biggest sale of the year with absurdly low CPMs and acquire a lot of new, young customers at a 33% lower CPA than we saw on other paid social channels – and that’s with view through conversions excluded!”
– Deirdre Kelly, Director of Paid Social, Sum Digital
“We were thrilled with the results from our launch partnership with Snapchat. The content aligned perfectly with our programming and worked with our strategy of targeting fans of true crime across every platform, effectively driving lifts in key brand metrics and beating KPIs.
- Samantha Bloom SVP, Marketing
Snow Teeth Whitening
"Matching SNOW’s innovative product offering with Snap's engaged audience and advanced advertising capabilities has allowed our respective teams to effectively scale SNOW’s online business. Story Ads clearly communicates the importance and desire for SNOW’s patented, celebrity owned Teeth Whitening system among its target demo and drove an incremental $800k+ in revenue during December 2018 alone.
- Warren Jolly, CEO of adQuadrant, a Certified Snap Ad Partner
We are really proud of the strategy and creativity that went behind these campaigns and hope these inspire you to partner with Snapchat in 2019 to drive business results.
For a closer look at the top trending topics for rounding out 2018, check out our Snapchatter December 2018 post.