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

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.

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.

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 Awareness ¹, and also displayed Purchase Intent that was 6x the norm. ¹

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.