Cdiscount
In a move that proved the sheer power of Snapchat – especially during competitive times in the commercial calendar – Cdiscount reached more than 4.6 million Snapchatters in just 48 hours with a high-impact, full-funnel strategy.
- Jeanne Courbarien, Head of Media & Content at Cdiscount
Cdiscount is a French e-commerce leader, and is top of mind for consumers during sales periods and Black Friday. With equally compelling offers for end-of-year gifting season (games, toys, electronics and high-tech, home decor), the brand’s challenge was to strengthen its visibility and stand out in December, during the Christmas shopping season. Eager to cut through the noise at a hugely competitive time in the commercial calendar, Cdiscount turned to Snap.
Cdiscount wanted to transform presence into performance – and Snap knew exactly how to do it. Opting for a high-impact, full-funnel strategy, the online retailer wanted to meet user expectations at every stage of their consumer journey.
To drive awareness, Cdiscount launched a blast using First Products across two days, combined with a Santa Claus Lens. Here, Snapchatters could play the role of Father Christmas by matching loved ones with Cdiscount’s range of products.
To drive engagement and traffic, the brand capitalised on user-generated content.
And finally, to encourage conversions, it implemented the new Dynamic Product Ads template, Domino Tiles. This allowed Cdiscount to highlight its product catalog and streamline the purchasing process when the need for efficiency is at an all-time high.
Cdiscount’s Snapchat campaign proved the power of a full-funnel strategy, with the brand reaching 4.6 million Snapchatters in just 48 hours. By combining First Products with AR, Cdiscount recorded an average active immersion time of 10 seconds. Meanwhile, the brand’s UGC tripled engagement, achieving X3.25 higher click-through rate compared to its classic formats. Additionally, its DPA innovation propelled profitability by multiplying the ROAS by X4.25 compared to previous DPA template. Finally, Cdiscount saw 2.4X engagement among Snapchatters who were exposed to the brand’s full-funnel experience 1. Tis the season to be (extra) successful on Snapchat.
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