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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.

Challenge

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).

Approach

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.

Results

143%

Lower CPM driven by Snapchat against Facebook prospecting audiences.

31M

Impressions, accounting for 88% of total Q1 2020 prospecting impressions.

40,690

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.

Discover how we did it. Contact us today.