Bonds Achieves High-Impact Reach with First Commercial Drive on Snapchat

Bonds, one of Australia’s most iconic brands, partnered with Snapchat to address the challenge of maintaining their leading position in the market for period underwear. With increasing competition entering this segment of the period underwear market, Bonds aimed to ensure that consumers would think of their brand first when purchasing period undies, particularly targeting people with periods aged 13-19.

Bonds leveraged Snapchat's First Commercials ad product, which provided a high-impact and broad reach for their campaign. By appearing in content where Snapchat users were actively engaged, Bonds aimed to capture the attention of their target audience with a 6-second non-skippable ad.

Comparing these results to their goals and other channels, Bonds achieved a strong reach and high engagement with their target audience. Achieving a campaign reach of 615K, the result was 1.9x compared to expected reach of First Commercials in Australia¹. The campaign also achieved a CPM result of $10.74 USD, being 31% lower than retail benchmarks², as well as achieving a View Completion Rate of 63%, being 20% higher than the benchmark for commercials in the Retail vertical³.

The campaign demonstrated that a high-impact format like Snapchat's First Commercials can effectively reach and engage target audiences. The campaign's success highlighted the importance of standing out and capturing the attention of the youth audience and the results from Bonds’ campaign successfully shows how high-impact formats drive strong reach and have a positive impact on business-as-usual (BAU) activities.