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Drive hype through limited-time activations
In August 2023, Snap teamed up with Rimmel to launch Thrillseeker Pitch Black Mascara as the cosmetics company acquired London’s Tower Bridge. Thanks to a partnership with creative studio Tommy, Snap users’ cameras turned landmarks into structures of molten black liquid that were then transformed into products. Rimmel-branded pedicab riders were on hand to snap pedestrians into his code and hand out free samples. London buses were also equipped with lenticular lenses to display before and after mascara visuals, and digital ribbons and billboards were placed across the city for an online and offline experience.
“This campaign shows Rimmel reaching Snap’s young audience in the most fun and engaging way, harnessing the power of London landmarks that are a perfect fit for the Rimmel brand. We’re always thinking of new ways to push the creative boundaries for brands, and this partnership with Snap allows us to connect with this key audience in a great way, and Snap’s audience is excited to be a part of it. I’m sure it will work,” said Susie Thompson of the media. commented his senior director of communications at Coty UKI at the launch.
In December 2023, elf Cosmetics partnered with the platform to launch Bitmoji Beauty Drop. Bitmojis are personal emojis that individuals can use on their mobile phones to replace common human characters with personalized characters to recreate their likeness. Bitmoji Drops are unique digital beauty or fashion items that users can use on emojis. This format is widespread. According to Snapchat, 85% of his Gen Z users in the US have his Bitmoji avatar, and Bitmoji is used by more than 250 million people every day. The campaign is set in honor of the brand’s O Face Satin Lipstick, where you can try out 11 shades of lipstick, as well as get 24-hour free access to his O Face Satin Lipstick Bitmoji. The aim was to build hype and interest through limited-time activations and the interactive nature of trying on products digitally.
“We love building strength with snaps and have achieved many ‘eyes, lips, and firsts’ together. This Bitmoji drop of his is also a first, and we know the Snap community loves expressing our core selves. As a brand that values self-expression, we see His Bitmoji as an extension of the individual. Patrick O’Keefe, vice president of integrated marketing communications for Elf His Beauty, commented at the time of the announcement: .
“We were proud to work on this campaign that defies norms and shapes culture the Elf way.While many brands are focusing on traditional holiday advertising, Gen Z is already Knowing that 74% of people are overwhelmed by the amount of ads they’re served and that 74% feel attacked, we thought we’d stand out. Join Snapchatters’ Digital Beauty Cabinet By doing so, we are creating engaging experiences that capture the imagination in a way that meets the needs of the Elf community,” added Louise Temperley, Client Managing Director at Fast Growth Practice (responsible for media planning and buying for Elf). I did.
Besides the aforementioned examples, Snapchat also works with Dior, NYX, MAC, L’Oréal, Lancôme, Kiehl’s, cosnova, and Esmi. For the release of Gucci Flora Gorgeous Gardenia Eau de Parfum, the brand created an AR experience in which the TV ad’s protagonist (none other than Miley Cyrus) transforms into a cartoon avatar. Meanwhile, with the launch of the limited edition Pride His version of its best-selling micellar His Cleansing His Water, Garnier is introducing lenses that allow users to virtually remove their makeup, with the message: “Remove makeup, not Pride.” Developed. A recent project with Estée Lauder delivered a shoppable multi-product AR lens that combined the brand’s primer, foundation, and lipstick, reaching over 3 million people, driving an 8-point increase in behavioral intent, and increasing return on ad spend. A conversion campaign with an impact of £3.47 ($4.42).
Power your creator-led infrastructure
To further enhance the brand advertising experience on the platform, in October 2023, Snap will introduce new features to maximize brand exposure, including paid partnership tags for sponsored posts, business tagging, and branded ads manager features. We’ve incorporated several creator collaboration advertising tools into our repertoire. Approve the partnership and see analytics about ad reach and engagement. All these aspects facilitate collaboration and content monetization within the app.
Additionally, Snapchat’s Creator Marketplace was recently expanded through an expansion of the Creator Discovery API. It helps brands discover potential creators to collaborate with, provides an accessible overview of data points such as pricing and audience metrics, and provides an easy-to-understand overview of influencers and social marketing platforms Captiv8, Whalar, and Sprout. Other third-party tools, such as Social, are also developing new integrations.
Experiment over perfection
When it comes to consumers seeing these activations, Snapchatters have a unique lens (pun intended) when it comes to cosmetics. While social media has certainly come under intense scrutiny for perpetuating unrealistic and harmful beauty standards, Morrison believes the playful and self-expressive nature of the app helps create a more carefree experience. It says that there are. “Our community tells us they are happy when using Snapchat, and the majority agree that they can be fully themselves when using our app. AR is meant to be fun, not glorify or hold to unrealistic standards. People come to us to connect with friends and family, but “Playing with lenses is their favorite way to do it,” she says.
While there is no experience of beauty without a specific visual consciousness, the spontaneity and immediacy of Snapchat makes users more interested in enjoying the moment than perfection. “For our audience, beauty isn’t just about makeup trends (although that’s a part of it too). Beauty is about being who you are, not posing for the perfect photo, but capturing the raw, unfiltered moments you share with those closest to you. I think Snapchatters have an inclusive and diverse perspective on beauty.For example, we’re seeing tremendous support, engagement, and love for Snapstars, who represent different types of beauty,” Morrison explained, noting that Nicki Tutorials (almost 500,000 subscribers) and Four Nine Looks (500,000 subscribers) Lists popular stars on the platform such as (over 1 million subscribers) — and original Snapshows such as Main body + (Sponsored by plus size creator Dani DMC) no filter, produced by LADbible. “The demand for content that expresses true beauty is huge and growing, and we want to encourage that on our platform and help the conversation grow,” she added. .
Whether it’s using beauty products as a visual starting point to transform London landmarks or blurring the lines between the digital and physical worlds, Snapchat is leveraging a wealth of opportunities. This is especially important for brands looking to create engaging marketing campaigns to reach new audiences who are ready. You can engage with and purchase beauty in a variety of interactive ways.
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