H-E-B Partners With Snapchat for Successful Holiday Campaign


incremental return on ad spend


lift in shopping intent


lift in recommendation intent

The Story

Texas grocery chain H-E-B is no stranger to seasonal shopping madness! With over 320 locations across the Lone Star State, H-E-B offers customers an engaging in-store shopping experience, curbside pickup, and convenient delivery options. To drive sales during the busy 2021 holiday season, H-E-B partnered with Snapchat — looking to reach both existing and potential shoppers, the brand sought a holiday-focused campaign that would get customers to conveniently head to the shelves, both in person and online.

The Solution

In partnership with Snap, H-E-B used a multi-ad product approach to reach existing and potential customers with a wide range of both holiday- and convenience-focused creative. Leveraging Snap Ads, Story Ads, and Collection Ads, the multi-ad product approach allowed H-E-B to effectively maximize their reach for desired frequency. To measure their primary KPI of incremental ROAS, H-E-B leveraged an integration with Acxiom, allowing the brand to track sales behavior and match users within the Snap control and Intent-to-Treat audiences to H-E-B’s customer sales file.

The Results

H-E-B’s campaign successfully reached their KPIs, witnessing a tremendous increase in omnichannel ROAS of $7.14!1 H-E-B also tracked several secondary KPIs including lift in Shopping Intent and lift in Recommendation Intent, measured by a Snap Brand Lift Study. The campaign on Snap drove +7pt lift in likelihood to consider H-E-B and led to an +8pt lift in Snapchatter likelihood to recommend H-E-B to a friend or family member.2

It seems the old adage still stands: Everything really is bigger in Texas — including H-E-B’s incredible results!

“We know that our customers are engaging with our content on Snap, but until this Acxiom study, we didn’t know to what extent. Seeing not only an increase in ROAS, but also in Shopping and Recommendation intent on our Holiday campaign showed us our multi-product ad approach could provide opportunities to engage with consumers throughout the purchase cycle – and impactfully!”

- Giovanna Dimperio, H-E-B, Senior Director of Digital Marketing

1 Acxiom Conversion Lift Study, November 3, 2021- January 8, 2022
2 Snap Brand Lift Study, November 3, 2021 - January 8, 2022