Level Shoes

First Step with First Story

Level Shoes is a leading destination for luxury footwear and accessories for men, women, and children in the Middle East. Recently, the brand decided to incorporate Snapchat’s First Story to its always-on DR activity to replicate past successes and improve conversion performance in the UAE and Kuwait.

Measuring the Media Mix

Ahead of Level Shoes’ always-on DR campaigns, the brand activated a First Story placement which ran for two weeks. By doing this, Level Shoes secured the first video ad a Snapchatter sees when viewing their friends' stories. Its videos were a combination of chic visuals and succinct messaging, appealing to a broad audience of footwear fans.

To effectively measure the halo effect, the brand’s audience was split into two groups: Snapchatters who were exposed to First Story and DR activity, and Snapchatters who were only exposed to DR activity. 

To understand the impact of adding First Story to the media mix, the performances were measured against each other and the analysis tracked Install CVR and Purchase CVR across multiple conversion events and attribution windows.

Finding Success with First Story

By having a foot in both camps, Level Shoes was able to measure the true impact of a First Story takeover – and the result was very clear. Snapchatters who were exposed to both First Story and DR drove up to 4.6x higher installs and up to 9.8x higher purchases versus DR-only audiences, with 99% statistical significance across all three reads.

Specifically, the brand saw a +103% Install CVR and +433% Purchase CVR in the UAE. Meanwhile, in Kuwait, it achieved +40% Install CVR and +55% Purchase CVR.

Overall, the brand reached between 750,000 and 1.1M unique users per flight across the three takeovers in the UAE and Kuwait. 33–44% of that audience were also exposed to DR campaigns, which confirmed strong reach among performance-relevant users ¹.