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SUCCESS STORY

How to drive customers to store using Snap?

A test protocol via a drive-to-store campaign on Snapchat

The Challenge

 

 

 

Kiko is an italian cosmetics brand conquering the Middle Eastern market. To support the opening of their new shops in Lebanon, the UAE and Kuwait during the summer sales period, the brand asked Numberly to set up a drive-to-store campaign.

The goal was to drive consumers to the physical points of sale and to acquire a younger customer base in these three countries. This was made possible by implementing ads via social media, particularly through Snapchat Ads.

Image referring to the map that geo-localizes a Kiko store via the Snapchat application

The Solution

Numberly set up geolocalized ad campaigns on Snapchat Ads and Facebook Ads.

On Snapchat, swiping up on a branded video allows users to be redirected to a google map locating the nearest store.

On Facebook, a carousel-type advertisement presenting the brand’s visuals and a geolocated map leading up to the store has been set up.

A test protocol was set up on Facebook Ads in order to measure the impact of targeting consumer segments with a special interest in beauty in addition to targeting consumers according to their geolocation:

  • First, the initial strategy was based on the geolocation concept only, by showing the map localizing one of Kiko’s points of sale.
  • The second strategy consisted in adding specific audience targeting based on interest. The user was presented with a dynamic banner ad on the theme of beauty, and then redirected on Google Maps to find the nearest Kiko store.

The Results

Snapchat ads have proven to be an efficient channel for the Middle East. The Snapchat campaigns boast outstanding performances (cost per Swipe Up of 0.23 euros, Swipe up rate of 1.29%).

Facebook, however, remains an important platform in terms of reach (4 million people were exposed to the Facebook campaign).

For Facebook, the strategy of using the consumers’ interests in order to build a precise target was the most efficient. It has increased the clickthrough rate by more than 50% and reduced the Cost per Click by 30%.

The success of this drive-to-store campaign goes to show that Snapchat is far from being a mere branding tool : it is also very efficient drive-to-store channel that has the power to bridge the gap between online and offline.

Key Figures

4 million

unique viewers of the Facebook campaign

1.29 %

swipe up rate on Snapchat

0.23 €

cost per swipe up on Snapchat