VistaPrint

Stuck in the Print-and-Pay Box

For a brand like VistaPrint — long the online go-to for business cards, banners and customizable print materials — the marketing landscape has shifted under its feet. Small and medium businesses now expect more than a glossy flyer and the digital advertising space is jam-packed with players fighting for each click. With larger social media channels becoming crowded and more competitive while yielding weaker returns, VistaPrint turned to Snapchat to uncover new audiences and reignite incremental growth.

Snap, Create, Convert

With that motivation, VistaPrint partnered with Snapchat to rewrite its performance-media playbook, focusing on three core tactics that brought about a tangible payoff:

• Audience: Snap offered access to diverse and unduplicated audiences that weren’t being captured previously, granting access to fresh reach.

• Creative: VistaPrint embraced Snap-native formats: AI-generated concepts and UGC-style video that resonated in the Snapchat environment.

Dynamic Product Ads: VistaPrint upgraded to personalized DPAs, automating right-product-to-right-customer match across its broad catalog.

VistaPrint’s strong entry to Snapchat’s ad landscape delivered:

• 130% more profit year over year attributed directly to Snapchat

• Exceeded incremental ROAS goals by more than 197%

• The performance metrics convinced leadership to commit to a first-ever four-quarter upfront deal with Snap, establishing Snapchat as a core global media channel.

The primary moral of this story: Don’t assume larger platforms have full coverage or unbeatable returns. Be willing to diversify into channels where your creative can feel native, your audience fresh, and your measurement crystal-clear. Gorge on new formats, lean into automation, and chase the incremental lift rather than recycling the same buys. The lift VistaPrint saw proves that when you step off the beaten path, you can still sprint ahead.