MECCA Proves the Power of a Multi-Product Snapchat Format

MECCA targeted Gen Z on Snapchat

A byword for beauty for more than two decades in Australia, MECCA made the world of cosmetics accessible to millions of consumers. A true pioneer, the beauty retailer brought previously unavailable products to Australian audiences and offered an online experience as early as 2001. Fast forward two decades and MECCA’s desire to meet consumers where they’re at remains key. That’s why it turned to Snapchat.

With a multi-product approach

MECCA aimed to boost visibility among new Gen Z consumers in Australia and New Zealand while raising awareness of its MAC Cosmetics range, specifically the brand’s new MACXimal Silky Matte Lipsticks. To do this, the retailer opted for a multi-product approach in its five-week campaign. Combining Augmented Reality, First Lens and First Story Takeovers, MECCA sought full-funnel success.

Through a series of slick creatives, MECCA showcased MAC Cosmetics in a chic campaign, which was perfectly designed for its target demographic. From seeing lip art in action to sampling the shades via AR, the retailer engaged and educated its audience leading them down the funnel with a shoppable Lens, where they could test and purchase products directly. 

By leveraging First Lens and First Story Takeovers on high-impact days, MECCA maximized awareness and engagement, and ensured an interactive and sales-driven campaign. 

Expertly boosting brand awareness

MECCA’s Snapchat campaign was a success. It exceeded goals and outperformed other channels, perfectly demonstrating the power of a multi-format approach and the value of leveraging multiple touchpoints for greater impact.

By leveraging Snapchat’s interactive features, MECCA not only boosted brand visibility among younger consumers but drove awareness and conversions of a specific product line. 

The brand achieved a +5pt lift in Ad Awareness and a +3pt lift in Action Intent, with an overall reach of 3,532,175, including 2,010,884 in a single day from the First Story Takeover. The Shoppable AR experience played a key role in boosting awareness and intent, with the AR Lens achieving 1.5X higher average camera playtime vs country benchmark.

* Since opening its doors in Melbourne in 1997, MECCA has completely redefined the Australasian beauty landscape, championing retail innovation and delivering the ultimate beauty experience to customers. Founded by Jo Horgan, the powerhouse retailer presents the best in global beauty across over 100 Australian and New Zealand stores, operating eight unique and highly innovative beauty concepts: Mecca Cosmetica, Mecca Maxima, MECCA, MECCA Resort, mecca.com.au / meccabeauty.co.nz, in China on mecca.tmall.hk and most recently the MECCA App. Together, these concepts deliver an exclusive and carefully curated edit of over 180 of the best global beauty brands, exceptional service and beauty expertise, each within a unique store or online environment tailored to how customers choose to shop beauty.