+9 points
action intent
+13 points
ad awareness
+3.4M
unique reach
Pond’s Utilized Multi-format Strategy to Drive Purchase Intent and Awareness in Mexico
+9 points
action intent
+13 points
ad awareness
+3.4M
unique reach
Unilever’s beauty brand, Pond’s, partnered with Snapchat to increase awareness and purchase intent for their new product line, HydraFresh, by leveraging a multi-format campaign to reach female millennials on Snapchat. The campaign was launched for Dia De Los Muertos in Mexico, and continued running always on until the end of the year.
By taking over Snapchat on October 31st, with a National Lens in Mexico, Pond’s launched the campaign allowing Snapchatters to experience their product with a fun AR Lens.
In order to drive reach and frequency, Pond’s launched a second AR Lens, Snap Ads and Filters using the Awareness goal-based bidding strategy for the following 3 months of the campaign.
The campaign was memorable for Snapchatters, as demonstrated by a lift of +13 pts1in Ad Awareness. There was also notable +9 lift in Purchase Intent1 for Snapchatters who were exposed to the campaign compared to those who were not impacted.
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