Chemist Warehouse
In a move which proves the power of Sponsored Snaps, Chemist Warehouse reached 3.8 million Snapchatters in Australia with a single-day First Snap campaign that promoted the brand’s Mayhem sale and forged an instant connection with its target audience.
“Snapchat's First Snap allowed us to reach a significant number of Australians in a very natural way, right where they are messaging with their friends every day. We’re proud to be leading our category in adopting this new format for our Mayhem Sale, and this campaign is just the beginning of our journey to deliver personalised messaging and impactful results for our valued suppliers through Snapchat.”
- Rohan Kohli, Digital Media Lead, E-Commerce & Digital Marketing at Chemist Warehouse
Making a Mark among Snapchatters
The largest discount pharmacy in Australia, Chemist Warehouse has spent 25 years growing its presence and consumer base. Every year, the retailer hosts its ‘Mayhem’ sale where customers can grab brand-name products at half price. Eager to drive impactful results for its suppliers, Chemist Warehouse partnered with Snapchat to promote the annual sale.
From First Snap to First Sale
Australian Snapchatters open the app 40 times a day, and Chemist Warehouse wanted to harness that energy ahead of its sale. Eager to engage Snapchatters on a personal level, it became the first Australian retailer to use a First Snap takeover. This meant the brand’s Sponsored Snap automatically became the first Snap seen by a Snapchatter in their Chat feed.
This approach not only promoted the ‘Mayhem’ sale but played into Snapchatters’ habits on the platform, instantly forging a connection between brand and consumer. When a Snapchatter opens the Sponsored Snap, they are treated to a full-screen video, complete with CTA, which then drives them down the funnel.
For this campaign, a Chemist Warehouse employee spoke directly to camera, sharing details of the brand’s promotion in a manner which felt native to Snapchat and authentic to Snapchatters. With the Sponsored Snap nestled among friends’ Snaps, the brand could reposition itself in its consumers’ eyes, and achieve maximum impact with minimal effort.
Securing Success on Snapchat
Chemist Warehouse’s First Snap takeover was a huge success, with the brand reaching more than 3.8M Snapchatters aged over 18 1. The single-day campaign also generated 24K direct user actions, drove a strong 6.27% view-through performance (2 sec), and averaged a 40-second attached screen-time 1, meaning time spent on the Chemist Warehouse website. It also delivered huge incremental reach, while driving significant engagement and consideration for the ‘Mayhem’ sale.
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