Cheerz
A French brand specializing in transforming digital memories into high-quality photo prints, Cheerz sought to enhance app growth while minimizing acquisition costs. They chose Snapchat to harness the platform’s strong branding and performance capabilities.
"The Christmas campaign on Snap allowed us to achieve our business and awareness goals during a strategic period for Cheerz. The use of the Lens and non-skippable videos, combined with retargeting campaigns, significantly improved our performance on Snap."
- Juliette Remaud, Paid Social Media Specialist, Cheerz
Driving Down SKAN Costs with Branding on Snapchat
To achieve their goals, Cheerz initially concentrated on performance-driven campaigns, focusing solely on acquiring high-intent users through Snapchat. While this approach yielded results, the company identified an opportunity to further enhance key performance indicators (KPIs) by integrating branding initiatives into their marketing mix.
During the pivotal holiday season, Cheerz expanded their Snapchat presence by incorporating a blend of Augmented Reality (AR) Lenses, Commercials, and Performance Campaigns. Their comprehensive strategy aimed to create a more immersive and engaging experience for users, fostering both brand awareness and direct conversions.
The introduction of branding campaigns alongside performance efforts led to remarkable improvements:
By combining branding with performance campaigns, Cheerz achieved a significant 23% decrease in the cost associated with each SKAN app install.
The integrated approach also resulted in a substantial 30% drop in the cost per SKAN purchase, enhancing overall return on investment.
Cheerz's success underscores the value of a holistic marketing approach that balances branding and performance:
Integrating branding efforts can lead to more cost-effective user acquisition and improved conversion rates.
Leveraging Snapchat's diverse advertising tools, such as AR Lenses and Commercials, can create engaging user experiences that drive both awareness and action.
Capitalizing on peak seasons with a robust marketing mix can amplify results and maximize return on investment.
For SMBs aiming to boost app growth, adopting a comprehensive marketing strategy that combines branding with performance initiatives can be a game-changer, delivering measurable improvements in both user acquisition costs and overall engagement.