The Body Shop Uses Snapchat to Scale Prospecting Audiences
Targeting, execution, reporting, and optimization left a cosmetics giant awash in high-quality prospects at an efficient cost.
The Body Shop was seeking to expand prospecting tactics to grow its digital audience. With efficiency being top of mind, this activation needed to be tracked through Google Analytics in an effort to exceed monthly session and impression forecasts, which were the key performance indicators (KPIs).
To help The Body Shop reach its goals, Merkle incorporated Snapchat activation as part of the brand’s media mix. We launched both Snap Ads and Story Ads under engagement and traffic campaigns, which resulted in driving both impressions and session growth. With expert audience planning, Merkle helped The Body Shop reach qualified users and expand its remarketing pools.
We provided daily platform checks and weekly reporting to ensure transparency in the program and accuracy in the results. Our weekly meetings with the client ensured the Snapchat activation was on track toward the KPIs defined in the media plan. As partners, we built a growth-oriented prospecting tactic and exceeded our prospecting forecasts.
Lower CPM driven by Snapchat against Facebook prospecting audiences.
Impressions, accounting for 88% of total Q1 2020 prospecting impressions.
Sessions, accounting for 36% of total Q1 2020 prospecting sessions.
Keys to success
- Retail expertise across strategy, account management, and media planning.
- Forward-thinking audience development and knowledge of Snapchat campaign execution. Insight-driven reporting and in-platform optimizations throughout the campaign.