Bryan Anthonys sees 3X return on ad spend from Snapchat campaign
conversion rate driven by swipe up actions on Snap Ads
lower CPM versus competitor
Bryan Anthonys is a female jewelry brand committed to sharing positivity and empowering women to create and feel confident about their personal style. Their main objective was to increase brand awareness and drive sales throughout the holiday season. Snapchat was identified as a platform where Bryan Anthonys’ main audience spent a lot of their mobile time and became the obvious partner Bryan Anthonys needed to both reach their audience and have that audience purchase their unique jewelry accessories.
Bryan Anthonys leveraged Snapchat’s full product suite in order to increase their reach and efficacy throughout the holiday campaign. To spark Snapchatters’ curiosity about their products, Bryan Anthonys used Story Ads to efficiently broaden their reach and share their overall brand message. By introducing their brand to users in a native Story Ad environment, Bryan Anthonys was able to show the breadth of their jewelry offerings while gaining insight on users, further enticing them to make a purchase. Bryan Anthonys also leveraged a range of predefined targeting criteria, including Snapchat Lifestyle Categories: Fashion & Style Gurus, Luxury Shoppers, and Beauty Mavens to reach Snapchatters who would most likely swipe up to make a purchase. Creatively, within Story Ads, Bryan Anthonys learned that using endemic lifestyle creative as their header image worked best for their audience and drove Snapchatters to click on the tile out of curiosity. Bryan Anthonys also leveraged the Snap Pixel to retarget Snapchatters with Collection Ads, driving incremental purchases. As a made-for-commerce ad unit, Collection Ads allowed Bryan Anthonys to feature a series of products that Snapchatters could tap to get more details. This efficiently moved past the broader, awareness strategy, and focused deeper on their purchasing options.
Ultimately, Bryan Anthonys saw positive returns on their Snapchat marketing campaign achieving a 3.38x return on ad spend. Snapchat proved to be an efficient partner to both scale and convert users through an array of different ad formats, seeing a 58% lower CPM versus other competitors. This resulted in a 3.1% conversion rate on Snap Ads alone. By using the suite of Snapchat products in tandem, Bryan Anthonys saw an an influx of store activity and hired additional seasonal workers to keep up with demand.