Business

Sephora Ramadan Souq reaches millions across the region.

+12 Points

Lift in Brand Awareness

+7%

Incremental Reach over TV the highest amongst social platforms

+14 Points

Lift in Ad Awareness

Most cost-efficient of all platforms on lifting awareness and claimed purchase

+9 Points lift in Purchase Intent

+5.6% Add-to-Cart statistically significant lift (KSA)

Sephora: a gifting destination in the season of giving

During Ramadan, consumers seek meaningful brand engagement, and Sephora’s mission was to highlight their identity as the gifting destination in the most disruptive way during this highly competitive period.

To do so, Sephora teamed-up with a local artist to design a culturally-relevant shopping experience highlighting the art of gifting. They also leveraged their POP-UP in-store takeover across the region, launched a video campaign around beauty celebration and offered unique product collections.

A 360 shopping journey through Content & Snap AR Lenses

To increase the impact of its campaign, Sephora partnered with Snapchat and chose a multi-format approach to bring their in-store experience to life through Snap’s AR Lenses and Content.

In addition, Sephora presented a seamless creative journey through influencer storytelling, product education and awareness.

Multiple solutions for multiple successes

Opting to use a multi-format approach and to benefit from the power of AR Lenses, Sephora achieved outstanding results with +12 points increase in brand awareness, a +5.6% increase in Add-to-Cart in KSA , +14 points increase in ad awareness and more.

“Leveraging multiple solutions is key to a successful Ramadan campaign, not only due to the incredible increase in content being consumed in Ramadan but the increased engagement that follows suit. We have seen AR Lenses starting to have an impact on the lower funnel in comparison to the usual upper funnel in the past.

The Ramadan shoppable Lens was the first step for Sephora in understanding the place a lens and AR integration has in the Middle East and its future for commerce.”

Prakarti Lakhwani, Social Media Manager, Sephora Middle East

“Connecting with the audience through inspiring, engaging, and experiential solutions is key during local moments like Ramadan. Delivering on these aspects and executing it successfully was possible with the help of Snapchat formats, across the full funnel, resulting in an increase in brand awareness and lower funnel metric."

Pauline Rady, LVMH Business Lead, Publicis Groupe