Liquid I.V. Drives Incrementality and Efficiency With AR on Snapchat

In the past, health and wellness brand Liquid I.V., leveraged both Snap Ads and Story Ads to drive purchases for their hydration essentials. Liquid I.V. wanted to step out of their comfort zone while scaling their e-commerce success and driving brand growth, so this time around, the brand opted for something a little different — and more immersive — to deliver to their consumers.

Enter: augmented reality!

The brand’s campaign objective was to increase reach and drive performance while simultaneously reducing the cost per incremental. To reach this KPI, Liquid I.V. decided to incrementally introduce AR to Snapchatters, splitting their campaign into two parts. First, the brand sought to drive engagement and target a broader prospecting audience with a Swipe-Up Lens. 

Having run a multi-cell brand lift study to test the incrementality of the Audience Lens, Liquid I.V. also decided to run a single-cell brand lift study for the second half of the campaign, leading to the launch of a broad-distribution Lens that would allow them to scale even more. The brand then opted to launch the Lens on the perfect niche holiday: National Hydration Day!

Liquid I.V. reached their campaign goals across the board! The cell with the Audience Lens for the first half of their campaign reduced cost per Incremental across all metrics and improved performance. The National Lens for the second half of their campaign was also exceptionally successful, driving a 73% incremental reach while continuing to drive down CPIS.² 

From the first part of the campaign to a successful second half, Liquid I.V. saw real results through and through — a net win toward growing the brand!