Video-messaging app Snapchat hit the scene in 2011 and gained popularity due to its ‘Stories’ feature back then. This has now been adopted by Facebook and Instagram too!
Now with 218 Million daily active users and 3 Billion snaps created every day, Snapchat is still a go-to platform for 13-24 year olds. Recent statistics indicate the app is opened per user thirty times a day and there are roughly 14 billion daily video views – a staggering figure.
What began as a forum for pre-teens to share humorous content with their friends has expanded into a very appealing proposition for brands, talent and publishers hoping to reach the coveted Gen-Z audience, with 90% of Snap users sitting within that bracket, according to Influencerintelligence.com.
Take one such case-study for example – Morrocan Oil x Snapchat:
The Story:
During Ramadan of 2021, OGX® wanted to communicate to their audience in KSA and educate the product benefits in relevance to the moment.
The Solution:
OGX Partnered with Snapchat to engage with customers using a video full-funnel approach. OGX® leaned into Snapchat’s Video ad formats to focus on awareness and conversion goals. They used Commercials for awareness on the new products and collection Ads displaying their new range while driving traffic to their e-com partner called Al Nahdi, a pharmacy in KSA where the products were listed. Snapchatters had a seamless buying experience, allowing them to swipe up or tap directly to the product pages based on their favorite OGX® SKU.
The Results:
Snapchat has proven to be a tremendous growth channel as the results far exceeded OGX® expectations, the campaign managed to reach 1.9 Million Snapchatters as well as delivered +36% increase in sales which drove a $3.7 ROAS.
“OGX® capitalized on a key moment in the region, Holy month of Ramadan. We tailored and optimized the message to focus on “Self care starts with OGX® hair” to deliver the best experience. Thanks to Snapchat’s popular platform and with the team’s help we delivered a smooth buying experience to the users that resulted into a 36% increase in sales, the biggest uplift from the campaign.” says Mona Faris, Portfolio Manager at J&J Consumer Middle East.
Snapchat also happens to be a very popular social media sharing platform in the Middle-East amongst many age groups!
Follow @itp.live for more.