Superdrug x MCoBeauty
Superdrug partnered with Incubeta on a social-first strategy using Snapchat AR Lens and Snap Ads to reach beauty fans while bringing MCoBeauty to 800 locations across the UK. The multi-format approach drove significant lifts to brand awareness at an efficient cost.
“Launching our Superdrug x MCo Beauty campaign on Snapchat, allowed us to immerse our audiences through an innovative and eye-catching AR Lens, which alongside our Snap Ads and Chat Feed content, helped drive a significant lift in Awareness. This shows the power of using multiple products on Snapchat to drive cumulative engagement and helped us achieve our campaign goals.”
- Connor Laing, Senior Paid Social Manager, Incubeta
Accessible Beauty Hits 800 UK Stores
Superdrug, the second largest health and beauty retailer in the UK, brought accessible beauty to the UK in an exclusive launch with Australia’s leading luxe beauty brand MCoBeauty. The products hit the shelves of 800 Superdrug locations across the UK, all priced at 15 pounds or less, offering customers the latest trends in beauty at an affordable price.
In partnership with agency Incubeta, the Superdrug team aimed to develop a social-first marketing strategy built to reach the legions of beauty fans finding and sharing their holy grail products online to celebrate the launch: “We chose to work with Snapchat on this campaign because we wanted to target a young audience with an ad that was really innovative and fun, with the aim to raise awareness for a brand that is new to the UK market. The AR filter was really interactive but also maintained a strong brand identity. We found that this combined with the other snap ads was really successful in driving awareness as shown through the BLS results."
Snapchat AR Lens & Ads Boost Brand Awareness
In addition to Snap Ads, the team used Snapchat’s AR Lens technology to create a gamified experience that allowed users to tilt their heads in an effort to catch MCoBeauty products in a shopping basket in augmented reality. When users were presented with their score, the Lens also presented information on the Superdrug launch, touting new and exclusive products.
"At MCoBeauty, our goal is to create memorable and entertaining experiences for our audience and Snapchat is an exceptional platform for this. Their market-leading AR capabilities allowed us to introduce users to our world in an interactive way and combined with a suite of other ad solutions drove measurable lift in brand awareness. We couldn’t be happier with the results of our first foray into Snapchat!"
A monthlong brand lift study found this multi-format approach reached millions of beauty lovers, raising brand awareness while keeping CPMs efficient. The team soon discovered the importance of differentiated formats for social-first marketing:
5ppt lift in brand awareness among users exposed to AR Lens 1
9ppt lift in brand awareness among users exposed to both the AR Lens and Snap Ads 1
9s average Lens playtime 2
By delivering a playful Snapchat AR Lens alongside Snap Ads, the team captured attention and drove meaningful brand impact. This collaboration serves as a good example of how a social-first, multi-format strategy can break through to beauty audiences on Snapchat.
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