Business

L’Oréal Paris Mascara Lifts Awareness & Intent with Snapchat Show Takeover & Integration




2.4X

ad awareness benchmark



+9pt

lift in recommendation intent among Gen Z females



+10pt

lift in brand imagery “L’Oréal Paris is a brand for me” among Gen Z females



The Story
L’Oréal Paris brought America’s #1 Mascara to Snapchat in Q1 2021 with a mission to drive association and authentic representation of the brand. To reach beauty and fashion enthusiasts at scale and showcase that, as America’s #1 Mascara, L’Oréal Paris Voluminous Original is a brand for everyone.
The Solution
Non-Skip Commercials in NBCU’s E! The Rundown Partner Show.
Non-Skip Commercial
Custom Show Integration
The Results
With awareness and association being key performance indicators, L’Oréal Paris partnered with Snapchat to reach an audience of Snapchatters 13+ by partnering with NBCU’s E! The Rundown to run ads in the Discover platform of curated content. The show was a natural fit for finding beauty and fashion enthusiasts, and as part of Snapchat’s partner shows, is brand safe by design.
The approach contributed more than double the norm for lift in Ad Awareness. Gen Z Females also drove +9pts lift in Recommendation Intent and +10pts lift in Brand Imagery, indicating that “L’Oréal Paris is a brand for me.”1
Non-Skip Commercial
Creative Attributes for Campaign Success
One: Prominent Logo & Product
  • Prominent Logo drives +81% stronger ROAS and +9ppt increase from New Buyers.2
  • Identifiable Product generates +10% stronger ROAS.2
Two: Polished Creative Tailored for Snapchat Commercials
  • High Polish Creative generates +13ppt more via New Buyers.2
Three: Sound Design 
  • Video creative with audio generates +143% stronger ROAS.2
  • Purposeful Sound, driving +28% stronger ROAS.2
Non-Skip Commercial
1 Kantar (Millward Brown) Resonance Study Q1'21
2 NC Solution CPG Sales Lift studies Q3 2018 - Q1 2020. N=82