Make Up For Ever Bridges Online To Offline With Snapchat AR Lens And Video Campaign

+74%

Visitor Target (1)

+7pp

Brand Favorability (2)

+7pp

Purchase Intent (in KSA) (2)

The Story

Make Up For Ever launched in Q4 2019 a new range of Setting Sprays, re-promoted the ULTRA HD family - and drove users in-store to Sephora to try and buy. Known as a professional and educational brand, the objective was to educate users on the different makeup steps in a very entertaining way while extending beyond their existing loyal customer base to conquer new customers.

The Solution: AR Lens, Snap Ads & Story Ads

Leveraging the social power of their in-house artists, Make Up For Ever launched simple, yet highly-effective Snap and Story Ads.

The creative promoted the Snapchat partnership and showed them playing with the Lens - predominantly driving top-of-the funnel Brand and Ad Awareness. The AR Lens built delivered significant uplifts across the entire funnel, especially Lower Funnel.

The Results

The Lens delivered +10pp (2) in Purchase Intent, and +12pp (2) in Brand Favorability. This demonstrated how AR experiences on Snapchat are agile and able to deliver against both top of bottom-funnel KPIs. Combining video and camera formats delivered outstanding results, with over 1739 store visits, against a target of 1000.

"Co-created with the PROS and being an educational brand, at MAKE UP FOR EVER, we aim to place consumer at the heart of our business. Building a converting consumer journey from a gamified video platform to a physical store helped us to better understand the online user behavior, secure incremental sales opportunities and to which extent we can lock a successful 360 POP-UP campaign."

— MAKE UP FOR EVER Middle East team | LVMH, Dubai, UAE

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