Organon
To amplify awareness around World Contraception Day, the women’s contraceptive brand Nexplanon used Snapchat’s First Commercial ad format to boost engagement and reach among their target audience with high-impact messaging. This social media content was for US residents only.
“Our goal is to always empower women in their birth control journey and meet them where they are. Our core audience is actively on Snapchat so we focus on engaging with her in a way that feels relevant. Leveraging First Commercial gave us an opportunity to be where she is and bring awareness to Nexplanon while she’s engaged.”
- Samantha Luton, Assoc. Director of Nexplanon Consumer Marketing, Organon
Stand Out and Speak Up
The marketing team behind Organon’s birth control implant, Nexplanon, was already active on Snapchat, regularly using Collection and Commercial Ads to stay top of mind with women aged 18–34. But when it came time to spotlight key cultural and health moments like Hispanic Heritage Month and World Contraception Day, “business as usual” just wasn’t going to cut it. They needed something bigger, bolder, and more attention-grabbing.
In partnership with Publicis Health Media and Dragons Group, the team developed an activation aligned with World Contraception Day, choosing Snapchat’s First Commercial ad format to break through the noise. This was Nexplanon’s first foray into a Takeover product — and it packed a punch.
Big Moments Call for Big Moves
By leveraging the high-impact First Commercial format — essentially the first ad a user sees upon opening Snapchat — Nexplanon maximized visibility and audience engagement. The strategy wasn’t just bold, it was brilliantly effective.
Results
2x paid impressions
Doubling exposure meant the message landed in front of more eyes, especially within the core 18–34 female demographic.84% lower cost per 15-second view
Thanks to the format’s efficiency, Nexplanon saw dramatically reduced costs while driving longer viewer engagement.12x increase in average screen time
More time with the message meant deeper storytelling and better brand recall.3.5M impressions among women aged 18+²
The campaign delivered meaningful reach to the audience that mattered most.
For businesses hoping to make a big splash around key moments, Organon’s Snapchat strategy for Nexplanon illustrates that sometimes the first impression really is the most powerful.