Sephora Media Network x Tower 28
Sephora Media Network partnered with Snapchat to put Tower 28, a rising beauty brand, front and center among multiple audiences. The campaign delivered a 9.6x ROAS overall — and 12.4x on its strongest creative.
Tower 28 came to Snapchat through Sephora Labs, the incubator program for brands new to Sephora Media Network (SMN). The goal was to build real performance for the lesser-known skincare brand in a crowded category – pairing Sephora's first-party audience data with Snapchat's full-screen formats to reach the right shoppers at scale.
The activation ran across two parallel campaigns: one focused on conversion, one on traffic. The conversion campaign was built around brand-level ROAS. The traffic campaign focused on driving clicks through to Tower 28's product pages on the Sephora website. Both targeted Gen Z, makeup and skincare shoppers, and Sephora brand enthusiasts.
SMN and Tower 28 activated full-screen Snap Ads across both campaigns, layering Sephora's 1P CRM data with creator-led UGC. Together, this brought Tower 28's product benefits to life in a way that felt native to the platform. Six different creatives ran in rotation, each featuring different creators and use cases – from skincare-focused content to product demos.
The conversion campaign used pixel purchase goal-based bidding with custom conversions optimization, drawing directly on Sephora's 1P CRM database. Meanwhile the traffic campaign optimized for clicks, building lookalike audiences from the database coupled with Snap's makeup interest segments.
The conversion campaign delivered a 9.6x ROAS overall – rising to 10x among Skincare 1P audiences. The standout creative, which highlighted product use against acne, drove a 12.4x ROAS and performed especially well with Skincare Category shoppers at 13.4x.
The traffic campaign exceeded benchmarks too, with a 2% CTR overall. The top creative – the only one featuring a male creator – delivered a 2.46% CTR, with male audiences responding at 3.18% 1. A clear signal that representation pays off, and one Tower 28 plans to build on next season.
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