COTY Builds the COVERGIRL Brand with Video Strategy Reaching Gen Z and Millennials
ad awareness lift for commercials vs. snap ads
norm for lift in purchase intent
of Snap reach was unique to Snapchat
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
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
Snapchat peut contribuer à la croissance de votre entreprise.