Johnnie-O
Johnnie-O wanted to reach younger shoppers and diversify its paid social mix without sacrificing measurable performance. By combining Snapchat Dynamic Product Ads with measurement focused on incremental business impact, the brand drove 136% quarter-over-quarter growth in incremental revenue while spend grew 120%. The result was a scalable approach to expanding reach and driving lower-funnel growth on Snapchat.
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“Snapchat has helped us reach a younger audience and diversify who we are speaking to, while delivering incremental performance comparable to more mature channels. The Dynamic Product Ads campaigns stood out in particular, driving roughly two-thirds of our incremental Snapchat revenue and more than doubling our incremental revenue quarter-over-quarter, giving us confidence to keep investing in the platform.”
- Claudia Lugmair, Sr. Director of Digital Marketing
A Lifestyle Brand Looks to Broaden Its Reach
Johnnie-O wanted to reach a younger audience while continuing to drive efficient lower-funnel performance in the United States. As the brand looked to diversify its channel mix, it focused on finding media that could expand who it was speaking to without compromising on measurable business impact.
That meant evaluating performance through an incrementality-informed lens rather than relying only on platform-reported results. The goal was not to add another channel, but to identify whether Snapchat could deliver meaningful incremental value alongside other platforms.
A Measurement-Led Approach to Lower-Funnel Growth
To support that strategy, Johnnie-O partnered with OuterBox to implement Dynamic Product Ad campaigns on Snapchat as a core part of its lower-funnel approach. The brand paired product-led execution with incrementality-informed media planning to reach younger shoppers and assess performance based on true business impact.
This approach helped Johnnie-O use Snapchat in a more disciplined and strategic way: as a channel that could both diversify its media mix and contribute efficiently to conversion-focused goals. The Dynamic Product Ads stood out in particular, giving the brand a more direct way to connect product interest with purchase intent.
Catalog Campaigns Prove Their Value
The results showed that Snapchat could scale rapidly while maintaining strong incremental performance within Johnnie-O’s measurement framework. Snapchat delivered 136% QoQ growth in incremental revenue while spend grew 120% QoQ, making it one of Johnnie-O’s fastest-growing paid social channels.
Dynamic Product Ads were the standout driver of this growth, generating roughly two-thirds of Snapchat’s total incremental revenue and driving a 109% QoQ increase in incremental revenue through product-led execution.
By pairing catalog DPAs with incrementality-based validation, Johnnie-O successfully expanded its reach among younger demographics, diversified its social channel mix, and unlocked scalable lower-funnel revenue on Snapchat.
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