Nice One
Online beauty marketplace Nice One used a Snapchat Lens strategy to join a first-of-its-kind AR celebration, transforming Snapchat into a live stage for Saudi National Day – and driving strong brand lift at scale.
- Sandy Ayoub, Digital Team Lead, Nice One
Nice One wanted to resonate with users during Saudi National Day: a highly relevant cultural moment. So, it launched a Lens activation for Kingdom's PARade on Snapchat. Cameras were turned into front-row seats at a digital parade where branded segments unfolded as animated spectacles across the sky and Snapchatters’ surroundings.
Nice One activated a First Lens: a premium, single-day AR takeover that places the brand in the first overall position of Snapchat’s Lens Carousel; the first Lens a user encounters in the camera experience. The 24-hour activation was optimised towards shares.
Nice One then used an Auction Lens – a biddable AR Lens campaign purchased through Ads Manager’s auction. Optimised towards impressions, it remained live for several days, allowing for higher frequency.
This hybrid strategy combined premium visibility with always-on scaled delivery to break through the moment, connect through culturally relevant AR creative and reinforce consideration.
Over the course of two weeks, Nice One’s Lens activation on Snapchat reached 6.4M users. It did so efficiently too, with a 2.18 return on ad spend (ROAS) on upper funnel activation.
Crucially, this led to higher brand engagement: +9pts Brand Favourability and +10pts Action Intent 1.
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