Kroger Precision Marketing
In a move that proved the power of the platform, Snap helped Kroger Precision Marketing and their partner Mondelez drive awareness of a limited-edition OREO cookie with a multi-format Snapchat campaign that significantly boosted ad recall among Millennials and Gen Z shoppers.
Mondelez was on a mission. For the launch of Selena Gomez’s signature OREO, the confectionary company wanted to create a buzz around the limited-edition cookie. Mondelez established a clear objective to drive relevance specifically among Kroger OREO purchasers and Selena Gomez’s passionate fanbase. To achieve this, Kroger Precision Marketing (KPM) and Snap joined forces to achieve this goal.
To drive awareness for the limited-edition cookie, KPM partnered with Snap to reach both shoppers and fans.
The strategy relied on complementary strengths: KPM leveraged its first-party data to reach current OREO buyers and cookie category shoppers, while Snap tapped into Selena Gomez enthusiasts with custom lifestyle targeting segments. The campaign used a combination of Snap and Story Ads to promote the cookie among its target audience.
The campaign, which ran between June and July, drove significant results for Mondelez. Overall, it drove a 7pts lift in ad recall. The campaign boosted ad recall by 16pts among 18- to 24-year-olds and 10pts among Snapchatters over 35 1.
Moreover, there was a 9pts lift in ad recall among those exposed to Story Ads and 6pts among those exposed to Snap Ads. Users that saw multiple ad formats, like Snap and Story Ads, had 2.75x higher lift than those who only saw one format 1.
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