When the pandemic hit in early 2020, every industry sector experienced high losses. Thankfully, the gradually-improving situation is allowing businesses to recover, with ecommerce being one that is picking up faster than others. As social distancing is still in effect in most markets, reliance on online shopping is at an all-time high.
Now is the best time for ecommerce businesses to expand their customer base by leveraging the power of online advertising. For that, there are many platforms to consider such as Facebook, Instagram, Tik Tok, Pinterest and Snapchat.
Snapchat is a fresh platform that has over 46 million monthly active users that will give you a wide audience to target. Here are some ecommerce brands that have already started leveraging the capabilities of Snapchat to grow their business.
3 Snapchat Ad Campaigns by Ecommerce Companies
1) SHEIN
Run Time:
2018
Target Region and Audience:
Worldwide, Millennials and Gen Z
Performance:
The ad campaign targeting Millennials, and Gen Z audiences roped in marvelous results for SHEIN in the end. The firm observed a 20% boost in return on ad spend accompanied by a 30% lower cost per signup.
Goal:
The fashion brand leveraged the Snapchat platform to elevate the number of app installs. Moreover, they also wanted to reach out to a differentiated audience and drive sales of their products via video ads.
Approach and Buyer’s Journey:
The secret ingredient of SHEIN’s ad campaign was a full-screen immersive ad experience that they provided to entice the users. The brand created highly engaging short video ads focusing on their products to make the users swipe up.
SHEIN leveraged Snap lifestyle categories to target app users with fashion interest. Besides Snap Ad App Install ads, the brand also used Snap stories to showcase its products to users with the intent of buying.
SHEIN formulated an excellent approach to nudge the users to tap on the story. They crafted catchy headlines for the tile image by following creative best practices. This approach, along with optimization tools like Audience Insights and Goal-Based Bidding provided by Snapchat, led to remarkable results.
The aim behind using these tools was to reach Snapchatters that had the highest probability of converting.
Results:
The classy blend of different ad types, targeting, and bid optimizations yielded the following results:
20% boost in return on investment
50% lower cost per purchase on Snapchat w.r.t to other channels
20% lesser cost per install on Snapchat versus other channels
Products Used:
Snap ads, Snap stories, Audience Insights, Goal-Based Bidding
2) Newchic
Run Time:
Q4 2019
Target Region and Audience:
Middle East
Performance:
The simple yet elegant approach followed by the fashion retailer helped them excel in their marketing mission. The three months long campaign attracted a 30% lower cost per app install as compared to other platforms.
Goal:
The state of the art campaign undertaken by Newchic produced single image ads with the hopes to boost up the app installs.
Approach and Buyer’s Journey:
The highly successful ad campaign led by Newchic was backed by a master approach. The following are the key aspects of it:
The global fashion retailer used only single image ads to drive app installs.
With the use of single image ads and creatives, the brand marketed its most famous products. They kept the color, text, and style treatment the same across all the image ads.
By leveraging the power of Snapchat’s Goal-Based Bidding, Newchic got their ads viewed by only those viewers on Snapchat that were most likely to download the Newchic app.
The ads created by the brand were broadly targeted to people in the middle eastern region.
All these steps led Newchic into achieving their goal three weeks ahead of their planned schedule.
The Result:
The advertisement campaign yielded the following results:
The three months long ad campaign fostered an ROI of 2.5X for the brand.
As compared to other platforms, Newchic witnessed a 30% lower cost per app install by advertising on Snapchat.
10% lower cost per new account created as compared to those acquired via other channels.
Products Used:
Goal-Based Bidding, Single Image ads
3) HiSmile
Run Time:
2018
Target Region and Audience:
Worldwide
Performance:
The precisely formulated ad campaign performed exceptionally well for the brand. The video ads produced by HiSmile led to a boost of 15% in the total average daily revenue. Moreover, it also saw a 20% lower cost per purchase than the target goal.
Goal:
HiSmile partnered with Snapchat with the goal of attaining a new customer base for spreading awareness about the brand. Besides, it also wanted to drive the sales of its oral cosmetics products.
Approach and Buyer’s Journey:
For extending their outreach, HiSmile used Snap lifestyle categories and its one customer base to create lookalike audiences. The categories that they used were Music, Sports Fans, and Gamers. This technique was also implemented to aim their spend on viewers that had high potential and shared characteristics with the current purchasers.
To grab more audience, the brand merged this technique with the re-engagement campaign. It used Snap Pixel to craft an audience of past site visitors that had high intent to purchase.
If we talk about the ads, the brand produced stimulating and fresh creatives. They tested multiple of them with varying lengths, talents, and styles to shortlist the one with the best performance. The final creative consisted of a single product that drove qualified swipe ups.
The “Shop Now” option at the bottom of the screen was the perfect CTA by the brand. It redirected the users to the page where they could buy the product.
Results:
Leveraging Snapchat became the milestone of success for the oral cosmetics producer. HiSmile witnessed:
20% lower cost per purchase than the target
15% elevation in the total average daily revenue
58% completion rate
Products:
Snap Pixel, Snap Lifestyle Categories
Wish to create your own Ad Campaign?
After studying these campaigns, you must be impressed by the capabilities of Snapchat. Though it does not have many tools, it helped a lot of brands in driving sales and awareness among the users. If you are thinking of creating an ad campaign for your brand, you need to be very precise while presenting your content on Snapchat as it only stays for a limited time.
Make sure you identify your audience beforehand and gather information about your competitors too. It will help you avoid mistakes and target your audience with the right content. Also, use advanced Snapchat tools to further polish and smoothen your ad campaigns.
Good luck!