How MONDAY Haircare Grew Ad Awareness by 39% with Multi-Format Snapchat Ads
+23pt
Brand Awareness for Multi Format Delivery¹
How MONDAY Haircare Grew Ad Awareness by 39% with Multi-Format Snapchat Ads
Jaimee Lupton founded MONDAY Haircare in 2020 as a cruelty-free, conscious haircare range at an accessible price point. In 2024, the brand’s parent company, ZURU, turned to Snapchat to help identify the next generation of MONDAY users in the U.S —and grow brand awareness in the process.
MONDAY Haircare ran a multi-format Snapchat campaign across May and June 2024, adhering to the platform’s best creative practices. Eager to drive brand awareness and video engagement among females aged 13 to 30 in the US, MONDAY Haircare leveraged both Snap Video Ads and Commercial Ads. It then used broad targeting, demographic targeting and Snap’s algorithm to maximize reach.
To attract and engage Snapchat’s younger demographic through Snap Ads, MONDAY Haircare harnessed user-generated and influencer content. It then created six-second, non-skippable Commercial Ads, which featured prominent branding and product overviews. Delivered with relatable voiceovers in environments relevant to MONDAY Haircare's target audience including school hallways and stress-inducing work-from-home scenarios, the creative was a masterclass in audience resonance.
As well as ensuring ads were shared between high-quality publisher content, ZURU also prioritised placements, which allowed MONDAY Haircare to work even more effectively towards its goals.
MONDAY Haircare's eight-week campaign on Snapchat in the US was a clear-cut success. By leveraging a mix of UGC and branded commercial content, the brand achieved its goal of driving brand lift among its target Gen Z audience.
MONDAY Haircare achieved exceptional results, with a remarkable 14pt lift in brand awareness and an impressive 26pt lift in ad awareness! Even more exciting, Snapchatters exposed to multi-format ads drove a +23pt boost in Brand Awareness and a +39pt surge in Ad Awareness. UGC also achieved impressive results for MONDAY Haircare, with the format driving the top view-completion rates.
Looking to the future, ZURU anticipates further collaboration with Snapchat in the US and around the world. In addition to helping MONDAY Haircare expand, Snapchat is also the ideal tool to introduce a large market of consumers under 30 to other disruptor ZURU brands like DAISE.
Partnering with Snapchat allowed us to authentically connect with a younger, digital-native audience in a way that truly resonated. The blend of UGC and branded content not only elevated our brand visibility, but also drove significant engagement.
Snapchat’s innovative platform proved instrumental in helping us efficiently reach the hard-to-get Gen Z audience. We’re excited to continue leveraging Snapchat’s capabilities across our ZURU brands in the future to maintain and grow our connection with this key audience.