Shoppers Drug Mart
To bridge awareness, consideration and action during the holiday season, Shoppers Drug Mart launched a multi-format, full-funnel campaign which boosted ad awareness, ad recall and brand favorability at a key moment in Canada’s commercial calendar.
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As the holiday season approached, Shoppers Drug Mart wanted to reinforce its position as a beauty destination by building awareness of its beauty events. The brand, which has been a consumer mainstay in Canada for more than 60 years, had one specific requirement. Its 13-week campaign needed to connect digital exposure with physical locations so customers could discover offers and complete their purchases. That’s where Snapchat came in.
More Ways To Win With Snapchat
The results of the Shoppers Drug Mart campaign were far from cosmetic, with the entire campaign reaching 2.46M Snapchatters and boosting Ad Recall by +3pts. It's Promoted Places flight helped the brand achieve 1.2M visitors and 74k incremental visits which equated to a 6.61% lift in visitation. It also helped the brand achieve 1.2M visitors and 74k incremental visits which equated to a 6.61% lift in visitation.
These results prove that Promoted Places can add measurable brand and visitation impact to a holiday retail campaign while helping connect a seasonal beauty message with physical store locations.
To bridge awareness of its holiday beauty events with consideration and potential in-store action, Shoppers Drug Mart opted for a full-funnel approach on Snapchat.
To connect discovery with action, the brand began leveraging the power of Promoted Places. This meant its stores appeared in the Snap Map, which connected Snapchatters to its locations and promoted SDM Beauty Events with a map-based experience.
To further promote the campaign, the brand combined a Holiday Beauty AR Lens with Snap Commercials. The Lens invited Snapchatters to fill a gift box with beauty products by simply tilting their heads in response to the Lens, which added an immersive, interactive layer to the campaign.
Meanwhile, SDM delivered broad brand awareness in its Snap Commercials by juxtaposing a pamper-inspired visual with more profound messaging. Against the backdrop of a self-care session, the messaging highlighted SDM’s connection with The Shoppers Foundation for Women’s Health as well as its partnership with Women’s Health Collective Canada.
This approach had a three-pronged effect. Promoted Places connected the campaign to nearby store discovery, the AR Lens encouraged active participation, and Commercials provided high-impact storytelling and reach.
