Aerie Achieves Next-Level Engagement With a Multi-ad Snapchat Campaign
The lens generated a playtime
more than Aerie's historical average¹
The campaign’s CPV beat the brand’s historical average for Snap Ads bidding on video views by²
more time in the web view attachment than Aerie’s average³
Aerie, an intimates, apparel, and loungewear fashion brand — whose mission is to empower all people to love their real selves — recently launched SMOOTHEZ by Aerie™. SMOOTHEZ is a collection of “anti-shapewear” for those who want that smoothing effect of shapewear without the body-altering, uncomfortable restriction. Looking to drive awareness and generate buzz around the new line, Aerie turned to Snapchat to create a multi-ad campaign to reach loyal and prospective customers across the platform.
Leaning into Snapchat’s robust offerings, Aerie used a range of ad products to achieve their campaign goals. Leveraging Snap Ads, Snapcodes, and AR Lenses, the brand used both the camera and content to efficiently boost share rates — with Snapchatters sharing the new collection with their friends — as well as playtime, where the Snapchatter is spending time engaging with and learning about SMOOTHEZ by Aerie™. The brand also used Snapchat’s advertising tools to optimize the Lens toward shares and the Snap Ads toward video views. Additionally, Aerie expanded their creative strategy to include innovative OOH through wild-postings and large-scale murals in LA and Brooklyn as well as Snapcodes placed in Aerie stores and on the brand’s direct mail.
In Store Experience
Aerie’s campaign proved that a multi-format approach on Snapchat is a winning strategy! The Lens offered Snapchatters a fun and engaging way to interact with the brand’s new line, leading to a playtime of 54 seconds, more than 3x Aerie’s historical average. ¹ Plus, with their optimization strategy, the campaign’s CPV beat the brand’s historical average for Snap Ads bidding on video views by 50%! ² Finally, users spent 24% more time in the web view attachment than Aerie’s average, ³ an incredible sign that Snapchatters were super excited to learn about — and shop! — the new SMOOTHEZ by Aerie™ collection.
“We wanted to bring our customers into a multi-sensory experience with the launch of SMOOTHEZ by Aerie™. The partnership with Snapchat allowed us to provide a fun, engaging experience but also introduce this new, innovative product line and highlight what makes it so different. We were thrilled with the results, but more importantly, love that we could bring our customer a unique, immersive brand experience and extend that into our stores, direct mail program, and out of home placements.”