Snapchat case study: Sephora gamifies loyalty to boost Ramadan sales

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For a campaign in Saudi Arabia, fashion retailer Sephora developed a gamified Augmented Reality lens experience that delivered both exceptional levels of engagement and an unprecedented ROI.

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Case study summary
• Sephora used a Snapchat AR game to boost returning sales in SA during Ramadan
• The fashion retailer produced a mobile game that rewarded players with a voucher at the end
• The vouchers accounted for 5% of all sales during the Ramadan period

The challenge
During Ramadan, the battle for attention intensifies for every beauty brand - with so much advertising and so many offers, driving ad recall and cut-through requires a different approach.
Partnering with Snapchat, Sephora developed a gamified Augmented Reality (AR) Lens experience that delivered both exceptional levels of engagement and an unprecedented ROI.
The solution
Sephora had a range of products to promote during the period. Every week the product range was updated. To encourage purchase, they offered a special gift, which Snapchatters could redeem on the website using a voucher code at checkout.

The coupon code appeared at the end of the game and Snapchatters were encouraged to redeem on the website.

The results

In 4 weeks, over 1200 transactions were delivered via the Lens experience. This accounted for 5% of the total transactions on the Sephora website during Ramadan.

• +15pp Lift in Ad awareness
• 2.39X ROI
• 37s Average Lens Playtime
• 5% of Total Sales

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