Snapchat Boosted Sales by 10% for Coop Extra
+10%
incremental lift
in bread sales¹
in bread sales¹
Snapchat Boosted Sales by 10% for Coop Extra
Following its establishment in 2006, Coop Extra, a Norwegian retailer, began expanding rapidly. Today, the chain has over 500 branches throughout Norway. Eager to learn more about media's contribution to sales, the retailer recently tested Snapchat’s impact on its in-store sales.
In partnership with Annalect, Snap conducted an extensive Geo Lift study to measure its impact on Coop Extra’s bread sales and ROI.
To ensure an accurate study, Coop Extra was advised to adhere to Snap best practices. This meant the campaign, which ran for two weeks in 2023, followed Snap’s recommendations in relation to formats, creative development and frequency. In an atypical move, the budget was informed by reach, frequency and format estimates.
The campaign used Snap Ads, Story Ads and Commercials Ads, which were purposely made at a low cost. This way the campaign could simulate a normal sales promotion campaign that could easily be replicated later. Furthermore, Snap was the only channel used in the campaign to secure an optimal testing climate without external ‘noise’ influencing results.
The Geo Lift study established that Snap contributed more than 10% to Coop Extra’s bread sales and also drove a ROI of 2.2 on total value sales; i.e. the total shopping cart value. As the strength of an offer invariably affects customer flow, this naturally influenced the results in Coop Extra’s case. This promotion had a low to medium offer strength, but if it boasted a higher offer strength, Snap’s contribution had the potential to be higher.
After establishing the results, it was determined that the approach and methodology allowed for further exploration of a tactical framework, providing an opportunity to test various products, offers, strengths and media contribution.