Rimmel London Sees the Beauty of Snap AR

Ad Awareness

Product Awareness

Action Intent

Rimmel London Partners with Snapchat

Boasting almost two centuries on the British high street, beauty brand, Rimmel London, is more attuned than most to the importance of innovation. From cosmetic trends to commercial shifts, the heritage brand has consistently evolved alongside changing landscapes – and its recent partnership with Snapchat is further proof of this. Eager to drive awareness of its latest product among Gen Z and Millennials, Rimmel London applied the Snap AR treatment to the promotion of its Pitch Black Thrill Seeker Mascara.

Using Multi-Product Campaigns

The brand’s strategy was far from cosmetic, opting for a full-funnel approach through a multi-product campaign. Leaning into the power of AR, Rimmel London used a landmarker lens to transform Tower Bridge into its Thrill Seeker Mascara, while the second lens gave Snapchatters a chance to try on the product and watch the TVC. To ensure consumers were reached at each stage of the marketing funnel, the brand also leveraged First Commercials, Snap Ads, and Commercials.

Driving Full-Funnel Action

The beauty of Rimmel London’s campaign on Snapchat can be seen in its overall impact. Opting for a multi-product strategy allowed the brand to drive consumers through the funnel, generating significant results over the course of just one month. Rimmel London reached in excess of 2.9 million people, celebrated a view-through rate of 84% on Commercials, and saw an average Lens playtime of 14 seconds. Furthermore, it drove a 23pt lift in both Ad Awareness and Product Awareness, an 8pt lift in Action Intent and a £0.80 CPM on Snap Ads.

This campaign really highlighted why Snap is continuously selected as a priority channel for our digital media campaigns. Incorporating multiple formats really allowed us to deliver on our full-funnel objectives and achieve high reach amongst our target audience. As well as over-delivering across all metrics the BLS showed lifts well above the category norms, further confirming the success of this campaign and our appetite to replicate in the future.

Anna Cardiff - Head of Digital Marketing