Vaseline
To drive incremental ad awareness efficiently on Snapchat, Vaseline wanted to establish the most effective ad formats for its audience. By launching a two-layered brand lift study, Snap provided the skincare brand with transparency around a key issue, and ultimately highlighted the power of UGC creative.
- Hanna Bielke, Brand Manager Beauty & Personal Care Nordics at Unilever Sweden
In Sweden, Vaseline wanted an efficient way to drive incremental ad awareness on Snapchat. To do this, the skincare brand wanted to establish how UGC-style creatives contribute to overall campaign success, and if multi-format exposure impacts brand recall.
To answer Vaseline’s primary question – how does UGC impact campaigns? – Snap activated a two-layered brand lift study, targeting females aged between 18 and 49.
Over the course of six weeks, it used a multi-format approach which included AR Lens, Snap Ads, and Commercials. It then isolated UGC-style creatives in a dedicated measurement cell. This study allowed Vaseline to simultaneously measure the overall campaign impact and the specific contribution of UGC assets alone.
Vaseline’s UGC creative was an accurate reflection of the brand: human-centric, health-oriented and hugely soothing. From showcasing packaging to spotlighting personal use, creators successfully demonstrated Vaseline’s place as a wellbeing staple. And it worked.
The results were clear: UGC creatives proved hugely powerful. UGC creatives were 16% more cost-efficient in driving incremental ad awareness than the overall campaign performance. What’s more; users who were exposed to more than one format drove 3X higher ad awareness 1.
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