Michael Kors smartwatch saw +29 pt lift in product awareness
Lift in product awareness
Lift in action intent
Lift in ad awareness
Michael Kors and Snapchat partnered on multiple units to bring to life the Michael Kors Access smartwatch. A multi- solutions campaign showcased the high-end style of the smartwatch and allowed Snapchatters to interactively discover its many features, including Google technology.
Michael Kors launched their campaign with an audience-targeted Lens to drive awareness for the product and showcase the features of the Michael Kors Access smartwatch. The Lens brought users into multiple city-centric scenarios that could be enhanced with different functions of the smartwatch in real life. For example, the user experienced how Google Assistant could help them reach a desired destination. Another scene showcased the step counter and the Lens made it appear as if the user was running in a park. In the last scene, users were enhanced by the Lens and a text alert appeared on screen from designer Michael Kors about how they “lit up the room.”
Snap Ads showcased a fashionable city girl as she navigated her day using the Michael Kors Access smartwatch, all while looking effortless and stylish. Michael Kors ran both 4- and 6-second video creatives in a variety of targeting including re-engaging Lens users and lookalikes to drive users down the purchase funnel. Targeting also included Snapchat Lifestyle Categories (women’s lifestyle, techies & gadget fans, fashion & style gurus), DLX and CRM.
Filters were used to drive virality and place the product within the targeted Snapchatters’ conversation at key times. Filters were audience targeted and executed through the API.
Michael Kors drove product awareness and action intent for their new Smartwatch through a multi-solutions campaign on Snapchat. When used together, Lenses, Snap Ads and Filters drove significant lifts across all brand metrics, including a +29 point lift in product awareness and +11 point lift in action intent. Action intent outperformed US retail normative benchmarks by 5.5x.