Snap’s High Reach & Frequency Burst Saw La Roche-Posay Drive Results

La Roche-Posay wanted to reach MENA audiences

Catering to skincare enthusiasts for almost half a century, La Roche-Posay became synonymous with skincare products several decades ago. But in a market as competitive as today’s cosmetic one, even the industry’s most praised brands can’t coast – especially at key points in the calendar.

As Ramadan approached, La Roche-Posay wanted to reach its target market in the Middle East with impactful messaging that drove real results. Eager to gain brand equity throughout the funnel while ensuring sustained activity throughout the month, it turned to Snapchat.

Using Snap’s Platform Burst High Reach & Frequency Burst

Historically, La Roche-Posay has struggled to make an impact among audiences in MENA, due to limitations relating to its global brand guidelines. To overcome this, the brand turned to Snapchat to produce creative content that would resonate with males and females aged between 18 and 45, and drive success in the region. 

By leveraging local creator talent and leading with Arabic-first messaging in its Ramadan campaign, La Roche-Posay showed a fundamental understanding of its target market’s expectations. 

In order to drive awareness and consideration, the brand used Snap Ads, Commercial Ads, Story Ads and Collection Ads, reinforcing the brand’s reliance on scientific research in a series of chic creatives.

Opting to incorporate these formats into a Platform Burst approach which allowed La Roche-Posay to reach 40%+ of Snapchatters in the first 3 days of the campaign, the brand also utilised the auction function to help inform retargeting strategies, and ensure sustained activity.

To drive full-funnel results during Ramadan

La Roche-Posay’s Ramadan campaign drove full-funnel results for the brand, making it a runaway success. It celebrated a 0.40% CTR vs 0.20% range amongst CPG advertisers in KSA. Furthermore, it achieved 9X the unique reach and a 3X lift in consideration on Snapchat, compared to other platforms.