74% Lower CPM: The Beauty of NiceHair’s Partnership with Snapchat


lower CPM


higher ROAS


seconds longer average view time

The Story

A staple among beauty-lovers in Denmark, NiceHair has earned a solid reputation in the e-commerce space. Home to famed beauty brands, the retailer is known for its affordable price points, value deals and bargain bundles.

Eager to acquire and retain new customers, NiceHair recently made the decision to partner with Snapchat. Its key objectives were to drive awareness and generate conversions, with specific focus on its female audience across Black Week – a key shopping period for the beauty brand.

The Solution: Story Ads

NiceHair leveraged Story Ads in its marketing campaign, driving a high volume of impressions within the designated time frame. Utilising the Pixel then allowed the brand to track its conversions and strengthen its algorithmic targeting, which could then be optimised for purchases.

The use of Story Ads not only had a positive impact on the brand’s budget, but allowed it to drive higher reach than a single platform. This subsequently had a direct impact on customer acquisition. The product also contributed to an increase in website visits, which ultimately led to conversions.

Further to this, in its Snap creative, the brand decided to include a model who had been showcased in previous NiceHair campaigns. This decision worked in NiceHair’s favour as it strengthened brand awareness among its target audience.

The Result

The results for NiceHair were wholly positive, with the brand significantly increasing revenue through its Snapchat partnership.

This strategy not only drove a 195% higher ROAS, but also outperformed other social platforms in terms of CPM, at a 74% lower cost. Additionally, the brand achieved a cost-effective set-up for website sessions and a x7 longer view-time on the ads compared to other channels.1 In fact, Snapchat emerged as the least expensive channel across all measured metrics.

In light of the campaign’s success, the brand considers its products and actionable content a “perfect match for Snapchat.”

“While costs increased on standard ad platforms, we expanded our digital presence and added Snapchat to our paid marketing mix with our agency s360. The results speak for themselves: lower cost-per-core metrics and higher ROI, making it an exceptional case during a period as competitive as Black Week.”

- Nichlas Brinch Stage, Head of Performance Marketing

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1 NiceHair Internal Data 2021