Gucci
To promote La Famiglia, a collection dedicated to its most iconic looks, Gucci used a multi-format strategy on Snapchat. Reaching 7.7M Snapchatters, the brand proved the power of Snap’s tools including Sponsored Snaps and AR Lenses.
Marking the genesis of a new Gucci era, the La Famiglia collection reinterprets the House’s codes through framed portraits of an extended Gucci family, made up of singular personalities and distinctive aesthetic attitudes: the different facets of Gucci’s personas.
Conceived as an extension of the campaign, this interactive Lens powered by generative artificial intelligence invites Snapchatters to step into the shoes of La Famiglia’s emblematic figures with strong identities, including:
L’Incazzata, in a ’60s-style “little red coat” that reflects her fiery demeanour
La VIP, in head-to-toe GG Monogram that makes a statement
La Bomba, in a bold coat and the new Lunetta bag, styled for “the bombshell”
Direttore, in a tailored suit envisioned for "the boss"
Il Figo, in the “cool guy” look led by sensuality and instinct
Principino, in a look shaped by “the little prince’s” magnetism
To set its four-week campaign apart and distinguish itself from other fashion houses, Gucci leveraged a multi-format approach on Snapchat, using all five tabs: Chat, Camera, Stories, Spotlight and Snap Map.
Delivering Sponsored Ads via Chat, the brand set the campaign tone and introduced curious audiences to the La Famiglia universe. Creator content in the form of Snap Ads further amplified the campaign among consumers in France, the UK and the UAE.
A natural trendsetter, Gucci also created the first ever Sponsored AI Lens in the fashion luxury sector. This brought the La Famiglia universe to life in the Snapchat Camera, allowing Snapchatters to transform into iconic campaign characters such as La VIP, l'Incazzata, Il Figo and Il Direttore in mere seconds.
Then, with Collection Ads, which were delivered via Stories and Spotlight, the brand made La Famiglia shoppable, spotlighting four products per silhouette before directing Snapchatters to Gucci’s online store.
Gucci also used Promoted Places on the Snap Map to highlight its flagship stores and drive in-store traffic.
On Snapchat, Gucci expertly connected storytelling, engagement and action through a full‑funnel activation across multiple surfaces. This strategy turned its La Famiglia campaign into a participatory brand experience, combining broad visibility with strong engagement.
Gucci’s wider campaign reached 7.7M people and delivered 178M total impressions, including 17% earned reach driven by Gen AI 2. Furthermore, the Sponsored AI Lens generated 395K total shares and averaged a 11-second playtime 1.
Overall, the campaign is a strong example of how Snap’s AI and AR capabilities redefine the brand experience on the platform through real-time generative transformation, scalable immersive storytelling, and native, interactive engagement.
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