Marc Jacobs Fragrance Launch Achieves Awareness & Purchase Intent Boost on Snapchat


brand & ad awareness benchmark


lift in ad awareness


purchase intent norm

The Story

COTY’s Marc Jacobs took its new fragrance launch to Snapchat in Q4 2020 with the objective to drive awareness of their new pillar, Perfect. With a mission to create unique and immersive messaging with large-scale impact in a typically cluttered Holiday time period Marc Jacobs partnered with Snapchat to reach W16-34 who embrace the message of self-acceptance and defying conventional norms, themes prominent among Gen Z and Millennials on Snapchat.

The Solution

With awareness, impressions, and CPMs being key performance indicators, MJ Perfect partnered with Snapchat and deployed Snap Ads and Commercials to reach an audience of women aged 16-34.

The Result

Snapchat's multi-product approach contributed more than double the norm for lift in Product Awareness & Ad Awareness. Snapchatters who saw Commercials saw a +43pt lift in Ad Awareness1, and also displayed Purchase Intent that was 6x the norm.1

Creative Attributes for Campaign Success

Prominent Logo & Product - Prominent Logo drives +81% stronger ROAS and +9ppt increase from New Buyers  Identifiable Product generates +10% stronger ROAS.

Polished Creative Tailored for Snapchat - High Polish Creative generates +13ppt more via New Buyers.

Sound Design - Video creative with audio generates +143% stronger ROAS. Purposeful Sound, driving +28% stronger ROAS.

1 Kantar (Millward Brown) Resonance Study January 2021