DAISE
To break into the US beauty market, DAISE partnered with Snapchat to deliver a campaign that combined video ads and a brand activation in the Big Apple. The campaign drove a 20 point increase in ad awareness, and reached 1.4 million people while clocking 22 million impressions.
- Josh Nightingale, Global Paid Media Lead, ZURU Edge
DAISE, the new beauty brand under the ZURU Edge umbrella, entered the US market with a dream: to stand out, build brand awareness, and engage Snapchatters in a highly competitive beauty scene. Alongside this, DAISE wanted to monitor/measure shifts in brand perception as it informs purchase consideration in the future.
DAISE burst onto the US beauty scene with a high-impact Snapchat campaign designed to drive brand awareness and build genuine engagement. To amplify results, the brand partnered with Target’s retail media network Roundel, blending retail reach with Snapchat’s engaging formats.
The creative campaign included person-first, vertical videos – from authentic unboxing moments to clips involving the trending “everything shower.” Products like DAISE’s Body Scrub Vanilla and Foaming Body Wash Cherry took centre stage in everyday rituals meaning Snapchatters could instantly create with the creative. Pairing the visuals with trending audio increased engagement and made each moment feel lively, current, and shareable.
The multi-layered campaign extended beyond the screen with a bold New York City brand activation, where playful posters and stickers were plastered across the city. These real-world moments were also captured in the same vertical videos on Snapchat, blending on-the-ground energy with digital storytelling. Optimized for 15-second video views, the ads encouraged completion while driving awareness.
To measure campaign impact, DAISE ran a Snapchat Brand Lift Study, tracking brand awareness, ad awareness, and purchase intent
The campaign made an immediate splash in the beauty world. DAISE achieved a 12 point lift in brand awareness and a 20 point boost in ad awareness 1, far exceeding Snapchat's media benchmarks for the beauty vertical.
The campaign nudged action intent, a more challenging lower-funnel strategy to achieve, which revealed that the ads both captured the attention of Snapchatters and inspired them to try the range of beauty products.
Overall, the launch reached 1.4 million Snapchatters and generated more than 22 million impressions 2 at a highly efficient cost of $0.06 per visit. For a new entrant in the US beauty market, DAISE’s Snapchat videos created genuine buzz, built brand recognition, and set the stage for continued growth.
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