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Case Study: Faces Ramadan brand-formance campaign bridges offline and online and delivers 10 pts lift on e-commerce purchases


The Story

FACES is a leading beauty omni-channel retailer offering fragrance, skincare, bath and body, makeup, haircare, and accessories in the Middle East. Faces have collaborated with Snapchat to launch their Omnichannel Ramadan campaign with the objective of driving awareness of their Ramadan creative and driving traffic to store as well as e-commerce traffic and purchases in UAE and KSA.

The Solution

Faces adopted premium ad formats across both camera and content. Within the camera, they activated 3 lenses covering Pre-Ramadan, Ramadan and Eid Celebrations, building their audience in anticipation for the big sellout momentum.
At the same time and within content, they ran first commercials in KSA, Story ads and Snaps ads for offline and DPA for e-commerce in both UAE and KSA. Their video ad strategy combined brand creatives and creator’s content. In parallel, measurement solutions covering a brand lift study and a conversion lift study were set up for the branding campaign. A brand lift study was also set up to measure brand metrics such as brand awareness, ad awareness, brand favourability and action intent.

The Results

Impact of brand campaigns on performance metrics (brand-formance): To understand the impact of brand campaigns on lower performance metrics like purchases, conversion lift study is set on the brand campaign. While the primary objective of the branding campaign is reach and awareness, the conversion lift study showed a 10.35 per cent lift in purchases amongst adults aged 35+.
The Lens delivered an incremental reach of 57 per cent in UAE.  First commercials delivered an incremental reach of 44 per cent in KSA.
Video campaign drove +10 pts lift in brand awareness and +9 pts lift in ad awareness in amongst KSA Snapchatters aged 25-34. It also delivered a +11pts lift in brand favourability amongst KSA Snapchatters aged 35+.  Creators content drove 1.4x higher ROAs than other videos creatives in KSA.
Lastly, Online ROAS for Ramadan campaign is 10.9x in KSA.  The first commercials delivered great results as well with +5 pts lift in brand awareness, + 4pts lift in ad awareness, +9 pts lift in brand favourability and +6 pts lift in action intent. 20 per cent of users were reached incrementally with the first Commercials.
“Snapchat is definitely a player that has become one of our key drivers throughout the years. We are extremely pleased and excited with the overall performance from our Ramadan 2022 campaign using the right ad format mix to deliver our main objectives which is clearly resonating with Snap’s core gen Z and millennial audience,” said, Lydia Slim, digital marketing manager, Faces. 
“Snapchat has been pivotal for Faces growth in KSA. Adding yet another channel to connect our customers with their loved brands. Not only were we able to overachieve our ROAS, but we were relevant to both our consumers and brand purpose,” said, Faheem Ahmad, performance marketing manager – beauty division, Faces.