President's Choice
President's Choice used Snapchat's Promoted Places to connect its PC Insiders Holiday Report to real store visits across Canada. On just $251K in spend, the campaign drove 452.7M map impressions at a $0.56 CPM, turning views into real store traffic.
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- Loblaws, Senior Manager Miranda Nero
Every holiday season since 1983, President's Choice has published its PC Insiders Holiday Report, a guide to the products worth buying at Loblaw stores. This year, the goal went beyond just getting eyes on the report. President's Choice wanted Snapchatters to see it, then walk into a store to shop it.
Grocery retailers rarely see a campaign move that needle. Most shoppers already visit a store once or twice a week, and the holidays push that baseline even higher, leaving little room for a campaign to get someone into a store they weren't already headed to. President's Choice and Loblaw Companies Limited turned to Promoted Places on Snap Map to close that gap, giving Snapchatters a way to discover nearby stores.
Promoted Places became the awareness layer of the PC Insiders Holiday campaign. President's Choice placed Loblaw locations across Canada directly on Snap Map, then made them hard to miss with a rotating 3D logo and Map Effects animation.
When a Snapchatter came across one of those locations, they could open the place card and step into a branded Place Profile experience. That gave the PC Insiders Holiday Report a second life beyond the feed – living inside the map itself, right where Snapchatters were already deciding where to go next.
The campaign delivered 452.7M map impressions and reached 5.66M Snapchatters across Canada, all on $251K in spend and a $0.56 CPM. Snapchatters opened a Promoted Place 880K times 1.
The harder number to move was store visits, and Promoted Places moved it: 454K incremental store visits, on top of a shopping habit most campaigns can barely budge. Brand Association rose 6 points, and visitation lifted 2.09% 1. For a category where incremental foot traffic is hard to win, President's Choice rang up a real one.
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