Carolina Herrera
In collaboration with Snapchat and Kantar, Carolina Herrera, a well-known luxury brand, participated in an independent cross-media study which spotlighted Snapchat’s contribution to the brand’s success in the MENA region.
“This study has enabled data-driven decision-making, ensuring that our marketing investments are strategically optimized to maximize brand impact and business growth in key markets.”
- Amir Jarboue Salaheldin, Media Manager at Puig Middle East
Measuring Impact in MENA
As a heritage brand with a renowned reputation, Carolina Herrera is committed to continued commercial advancement. To achieve this, the brand wanted to ensure it was effectively optimizing its budget allocation across all its digital platforms. To assess the roles different platforms play in raising brand awareness, engagement and consideration, Carolina Herrera partnered with Snapchat and Kantar to conduct an independent cross-media study to help inform its future media strategy in MENA.
From Awareness and Engagement
By conducting this analysis between May and July 2024, Carolina Herrera was given a variety of in-depth insights to ensure peak performance. Firstly, by identifying the most efficient and impactful platforms within its marketing mix, the brand learned how to optimize its media spend. The study then spotlighted Snapchat’s role in driving incremental reach and engagement compared to other digital channels, providing Carolina Herrera with a unique perspective on the platform’s capabilities. And finally, by determining the best-performing content formats and targeting approaches, the brand was better equipped to strategise accordingly, going forward.
Showcasing Snapchat’s Efficiency
The cross-media study proved hugely successful. By empowering the luxury brand to make data-driven decisions, Carolina Herrera can now ensure its investments are strategically optimized to maximize brand impact and contribute to business growth in key markets.
Further to this, the study revealed that Snapchat was the most effective social platform in terms of incremental reach and brand impact. It boosted incremental reach by 10% and achieved a 59% peak reach in week one. Further, it delivered 42% in awareness, 49% in brand image and 47% in ad awareness.