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CASE STUDY
Snapchat Takes Real Relationships to Results
Snapshot
SOLUTION AREA
Marketing
SOLUTION
Marketing Mix
INDUSTRIES
Media
CLIENT
Retailer
Objective
Snapchat noticed their campaigns attracted new buyers for their clients. Wanting to understand if these new buyers continued to purchase once the campaign ended, they asked NCS – what is the long-term value of their advertising?
The Scenario
Snapchat routinely relies on NCS, a Circana company, for independent, third-party validation of the short-term sales impact of their consumer packaged goods (CPG) campaigns. In analyzing the results of their Sales Effect studies, they noticed a trend in their campaign outcomes — lots of new buyers contributing to sales. They got curious. They wanted to know if these households kept buying and what the long-term effect was. So, they turned to us for a data-driven meta-analysis of their sales lift results to help them uncover broader trends in the results.
Results
Delivering New Buyers is a Strength of the Snap Platform
New Buyers exposted to Snap campaign were almost 20% more likely to try the brand than an unexposed household. This is more than 2X the effect when compared to all other digital campaigns run during the same period.
Triers Become Buyers
In over 85% of campaigns, exposed triers were more likely to repeat their brand purchase than unexposed triers
Snap Ads Have A Long-term, Measurable Effect
2X multiplier on average to sales lift over the long-term
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"Brand marketers are under a lot of pressure to explain every dollar they invest to their CMOs and CFOs. This study is an important tool to help them understand their long term investment returns. Visibility into the long term returns rather than just optimizing for the short term will be a major differentiator going forward."
—John Eckhardt
Director, Marketing Science Snapchat
