COTY Builds the COVERGIRL Brand with Video Strategy Reaching Gen Z and Millennials

COVERGIRL Clean Fresh came to Snapchat in 2020 to get in front of the hard-to-reach Gen Z and Millennial female audience with the objective of driving awareness and reach of the new COVERGIRL Clean Fresh Skin Milk Foundation. COVERGIRL Clean Fresh Skin Milk Foundation is a vegan foundation formulated without formaldehydes, phthalates, parabens, sulfates, and talc.

With reach, impressions, and CPMs being key performance indicators, Snapchat delivered a video strategy rooted in creative excellence to deliver

Solution 1: Snap Ads - Effectively engaging Snap Ads helped drive efficiencies at scale, delivering over 150 million Impressions⁴, at an average CPM of $1.79⁴. Additionally, the Snap Ads also showed strong interest with over 970,000 Swipe Ups to direct point of purchase.⁴

Solution 2: Collection Ads - Collection Ads, a type of Snap Ad that allowed Coty to showcase 4 different products, delivered over 39 million Impressions⁴, at an average CPM of $1.51⁴. Additionally, the Collection Ads also showed strong interest with over 375,000 Swipe Ups to direct point of purchase.⁴

Solution 3: Commercials - Commercials, featured within Snapchat’s premium Discover content, were utilized to drive further impact. Delivering an efficient average Cost Per Completed View of $0.01, and high Video Completion Rate of over 78%, Commercials further cemented brand and ad recall among Snapchatters.³

Prominent Logo & Product - Prominent Logo drives +81% stronger ROAS and +9ppt increase from New Buyers.² Identifiable Product generates +10% stronger ROAS.²

Polished Creative Tailored for Snapchat - High Polish Creative generates +13ppt more via New Buyers.²

Consider Celebrity Celebrity presence/endorsements,  driving +20ppt more via New Buyers.²