Aéropostale
Amid peak holiday competition, Aéropostale activated a full funnel campaign on Snapchat, using high-impact Snap Ads to spark demand and Promoted Places to surface nearby stores directly within the Snap Map. The strategy expanded reach, improved efficiency, and drove measurable in-store lift.
"At Tinuiti, we are always looking for ways to push the boundaries of social commerce. Our holiday activation with Aéropostale via Promoted Places proved that meeting Gen Z where they are — on the Snap Map — creates a unique opportunity for incremental growth. This wasn't just another ad; it was a strategic lever that delivered high-visibility brand discovery and supported a unified omnichannel shopping experience during the most competitive season of the year."
- Savannah Hulsey, Director of Paid Social, Tinuiti
Turning Holiday Hype into Foot Traffic
For retailers like Aéropostale, the competitive holiday season presents an acute need to go beyond the status quo of digital advertising to win shoppers’ attention. With every brand competing for attention, the team leaned into an omnichannel strategy and sought to develop a campaign that drove shoppers to their local Aéropostale store.
Driving results required a solution that would reach a Gen Z-heavy audience (13–21), boost store awareness, and most importantly, prove that digital ads could translate into measurable foot traffic. Aéropostale decided to test Snapchat’s Promoted Places, a newer format designed to drive in-store visits by highlighting places of interest on the Snap Map. In other words, the team was tasked with breaking through holiday noise and validating a new ad format, all while maintaining efficiency at scale.
A Map-Based Media Moment That Delivered
To bridge the gap between digital discovery and physical visits, Aéropostale paired Snap Ads video with Promoted Places, effectively blending immersive storytelling with location-based discovery. While video built awareness, Promoted Places pinned nearby stores directly on the Snap Map, making it easy for Snapchatters to go from “that’s cute” to “let’s go.”
Beyond business as usual awareness efforts, this campaign unlocked incremental reach, tapping into new audiences directly within the Snap Map. A single polished holiday video anchored the creative, while broad targeting (ages 13+) ensured scale across a Gen Z-heavy demographic.
With Promoted Places and Snap Ads, Aéropostale exceeded their goals:
13% Place Action rate, more than doubling the ~5% benchmark 1
268% greater reach vs. BAU 1
10 point lift in action intent among ages 13–17 3
8% lift in observed foot traffic 2
88% more efficient cost per purchase vs. BAU 1
For retailers, map-based formats like Promoted Places offer a powerful way to connect the dots between mobile engagement and in-store action, especially when paired with high-reach video and smart measurement. That’s the kind of connection that turns awareness into actual revenue.
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