CAIA Cosmetics
Keen to break into a new market, CAIA Cosmetics ran a Snapchat awareness campaign in the UK which reached 3.1 million beauty enthusiasts, drove a 12-point lift in ad recall and delivered a 7-point lift in brand awareness.
- Kim Angelica Lindberg, Head of Performance at CAIA Cosmetics
CAIA Cosmetic’s story started in Stockholm almost a decade ago. Nowadays, it’s a go-to for beauty enthusiasts in the Nordics. UK audiences, however, were less familiar with the award-winning brand. CAIA wanted to change that. That’s where Snapchat came in.
Breaking into the UK's competitive beauty market meant more than simply introducing the brand – CAIA needed to make it memorable from the very first step. Focusing on female consumers aged between 20 and 40 years old, the brand launched a four-week awareness campaign.
To reach and engage audiences in the brand new market, CAIA combined Snap Ads and Sponsored Snaps. The former cleverly acknowledged the brand’s low profile in the UK by hinting that Scandinavian consumers have been harbouring a beauty secret. Meanwhile, Sponsored Snaps meant CAIA could directly target its audience through Snapchat’s most popular tab - the Chat. As Sponsored Snaps helped the brand maximise reach and connect effectively with Snapchatters, it played a lead role in CAIA’s media mix.
CAIA’s Snapchat campaign introduced the brand at scale to a new market and supported awareness growth without affecting investment in core markets. The campaign reached 3.1 million people in the UK – equivalent to 50% of the brand’s target audience – at an average CPM of 13.3 SEK. Sponsored Snaps were the brand’s efficiency driver, reaching 2.6 million Snapchatters at 10.1 SEK CPM, versus 906K reach at a 15.2 SEK CPM for Snap Ads alone.
The campaign also drove a 12-point lift in ad recall: 379,423 incremental people at a cost of 2.70 SEK per person. It also delivered a 7-point lift in brand awareness: 212,830 incremental people at 4.75 SEK per person. Those metrics? Far from cosmetic.
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