How Eau Thermale Avène captured attention with AR & Creators on Snapchat
Promoting Suncare Awareness with AR
To support its sun care range as summer approaches and boost sales, Avène designed a campaign that leveraged all the video and AR features of Snapchat. The campaign aimed to raise awareness about the risks of sun exposure on skin aging and encourage Snapchat users to apply Avène sunscreen.
Combining AR, Influencers, and Health Education to connect with Gen Z and Millennials
Avène combined branded content to establish its sun care range, micro-influencer content to foster closeness and connect with its Gen Z and Millennial audience, and innovated through Snapchat’s augmented reality by allowing users to see the long-term impact of sun exposure on their skin if they don’t use sunscreen. This fun and educational activation addresses a real public health issue! To measure the impact of this campaign, Avène became the first beauty brand in France to conduct an attention test with Lumen.
Avène’s Campaign Boosts Attention, Recall, and Purchase Intent
A successful campaign that reached 3.6 million people aged 18+ in France⁴ and generated remarkable attention measured by the first Lumen study in the Beauty segment. By combining Snapchat’s video formats with augmented reality, the Avène campaign generated 3.7 times more attention than the social media benchmark⁵, and up to 4.6 times more attention through the augmented reality format⁶. Furthermore, this campaign generated a +9 point increase in ad recall⁷ and a +10 point increase in purchase intent⁸ among exposed versus non-exposed individuals.
Our Avène Solaire campaign demonstrated the effectiveness of Snapchat ad formats in capturing the attention of our consumers and generating sales. By launching an innovative Lens, combined with non-skippable and skippable video ads measured by a Lumen study, we were able to highlight the benefits of our product to a qualified audience. This campaign demonstrated the impact of our approach, with a particularly significant level of attention achieved on Snapchat vs. other platforms, and a remarkable performance from our Lens on attention levels and purchase intent. We're delighted with these results, which validate our approach and open the way for future innovative campaigns.
Snapchat can help your business grow.