Covergirl Drives Impact & Reach Incremental to TV with Snap Ads & Commercials


incremental reach to TV


product awareness benchmark


brand favorability benchmark


brand association benchmark

The Story

Covergirl brought their newest addition to its Clean Beauty portfolio, Lash Blast Clean Volume Mascara, to Snapchat in 2021 with a mission to drive awareness of the new vegan & cruelty free mascara.

The objective was to reach Gen Z & Millennial Women at scale and introduce Covergirl’s favorite Lash Blast Mascara which is now available in their new vegan formula, delivering 10x the volume.

The Solution

With brand lift, reach, and ad engagement being key performance indicators, Covergirl ran instant impact Snap Ads and engaging Non-Skippable Commercials on Snapchat.

Non-Skip Commercial

Snap Ad

The Results

When combined, these Snap Ads and Non-Skippable Commercials produce powerful results—Covergirl beat norms across Product Awareness, Brand Association, and Brand Favorability, while driving 62% incremental reach to TV.2

Snapchat can help your small, medium or large business grow.

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1 Kantar (Millward Brown) Resonance Study Q2 2021
2 Nielsen TAR Study Q1 2021