Kiabi
Kiabi, a French retailer, launched a full-funnel Snapchat campaign using takeover placements to stand out among competitors during a key moment in the commercial calendar. The brand’s approach to back-to-school season broke benchmarks, successfully lifting reach, ad awareness and purchase intent.
- Camille Janin, Head of Acquisition & Media at Kiabi
Kiabi has been a wardrobe staple in French households for almost 50 years. Offering accessible fashion at affordable price points, the retailer has become a one-stop-shop for families in France. As back-to-school season approached, Kiabi wanted to be top-of-class in a very competitive market. That’s where Snapchat came in.
To stand out among fast fashion retailers, Kiabi launched a multi-format, full-funnel campaign on Snapchat, in collaboration with its media agency Jellyfish. The French brand leveraged all Snap formats, including a Gen IA AR Lens. By combining upper-funnel awareness and lower-funnel conversion activations alongside takeover placements, Kiabi wanted to boost visibility and drive sales.
They achieved this by leveraging takeover placements such as First Story, First Commercial and First Lens Unlimited, which delivered high-impact messaging directly into consumers’ feeds. Snap Star, Lapolapech, playfully modelled Kiabi clothing alongside her partner and children for a First Story that promoted its family-friendly fashion lines and spotlighted its affordable price points.
Similarly, Kiabi ran a First Commercial featuring Jesta, another popular Snap Star, and her two sons. Their shoot focused on comfort and style, with Jesta reminding Snapchatters that Kiabi was the perfect fit for all pupils.
By bringing children into the creative fold, Kiabi’s campaign was infused with a natural air of excitement and mischief. From kid-only fashion shoots to typical back-to-school routines, the brand displayed a clear understanding of its target market and the most effective way to engage it.
Finally, Snap’s First Lens Unlimited invited Snapchatters to travel back in time and remind themselves of their school days in a move that brought its Back to School campaign to life. In addition to this, Kiabi conducted a Brand Lift Survey to measure the added impact of incorporating takeovers alongside standard campaigns.
Kiabi’s 6-week Snapchat campaign was a clear success, with its takeover placements in combination with upper-funnel and lower-funnel auction campaigns beating the brand’s benchmarks. More specifically, the brand celebrated a 73% boost in reach and saw a 230% increase in CTR among users exposed to both auction campaigns and takeovers vs. auction campaigns only. Furthermore, Kiabi significantly beat the retail benchmark for France, achieving a 50% lift in ad awareness and a 4X lift in purchase intent. On the performance side, Sales auction campaigns generated a +13% increase in average basket value compared to the brand’s 2025 baseline 1 2. Top-class performance.
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