Archives: Case Study

The Story

Libas is an ultra fast fashion brand that tells the story of the contemporary Indian woman – one who is liberated, self-reliant, and socially conscious. The brand’s constant endeavor is to provide fashionable, stylish, upbeat collections of ethnic and fusion wear carefully curated in line with fashion trends worldwide. With this brand philosophy at its core, they aimed to captivate audiences, raise awareness, and generate buzz about their versatile ethnic collection.

The Solution

While emphasizing the importance of building brand awareness, the brand’s objective also encompassed driving a substantial volume of product purchases. To achieve these dual goals effectively the brand partnered with Tyroo and Snapchat to run campaigns on Snap’s ad formats through their ad sets that could help them reach the right audience.

The campaign setup on Snapchat was kept relatively simple, incorporating a diverse range of ad formats, encompassing both video and static ads. Notably, among all the ad formats, Story Ads emerged as the standout performer, delivering impressive results for the brand.

The brand took a purposeful approach to crafting creative content that was not only engaging but also captivating. They harnessed the influence of videos featuring influencers to effectively promote their products, fostering a strong connection with Snapchat’s user community. Beyond this, the brand maintained an unwavering commitment to keeping their audience engaged by introducing, promotions, and fresh creative content.

Furthermore, the brand’s engineering team collaborated closely with Tyroo to resolve data discrepancies and enhance data tracking, enabling the implementation of the conversion API by the payment gateway. This collaborative effort resulted in an impressive increase in the purchase score, soaring from 4 to 8.5.

The Results

Following a successful campaign launch on Snapchat, the brand experienced significant engagement and reached a substantial female audience.

The brand’s efforts on Snapchat yielded remarkable results, with the campaign achieving an outstanding 11.5 X ROAS.

“At Libas we always try to come up with innovative marketing campaigns and test new platforms where our competitor brands don’t have a presence. With invaluable support from Tyroo, our foray into the Snapchat audience has resulted in a remarkable expansion of our reach, surpassing our initial expectations. Hoping to see a continuous growth on snapchat as we grow in our business.”

Abhishek Gupta, Senior Marketing Executive, Libas

The Story

DS Group’s Pass Pass Pulse, India’s number 1 hard boiled candy for the last 6 years, wanted to launch a digital awareness campaign to reach its cohort of young audiences and interact with them in a fun and immersive way. In order to do so they partnered with Snapchat and adopted the use of its most popular ad technology – AR lens. To make the campaign more relatable they launched a stimulating digital campaign, ‘Pulse Candy Hunt’ on the Candy Day, 4th November.

The Solution

Pass Pass Pulse collaborated with Snapchat and Tyroo to conceptualize the AR campaign that let Snapchatters go through a gamified experience of hunting treasures in the form of different Pulse candy flavors. The hero message for the campaign was “Candy Day, the Pulse Way,” 

By switching on their rear camera on the lens, the users had to spot the candies in their real time environment and tap as many candies as possible within an automated timer set for 20 seconds. The score could be seen by switching on the front camera. As an add-on to keep the interaction going, the user is prompted to open their mouth and a Pulse candy drops into their mouth with a triggering Pop sound and visual effect like widening of eyes and arching of the eyebrows. 

The campaign was targeted to leverage the advanced AR experience on Snapchat and interact with its audience who are very active with the camera and lens, sharing snaps on the go as a way to interact in the Snapchat community. The campaign and lens was further amplified on other Social Media platforms beyond Snapchat, as Pass Pass Pulse received great responses from audiences all around due to the concept and technology used to enable users to resonate with the candy & its flavors in an immersive experience. 

The Results

After successfully launching the campaign on Snapchat, it saw almost equal reach of its male & female audiences with 48.6% impressions served to the female audience and 51.4% impressions served to the male audience. 71% of the total shares were made by the 13-20 Yrs age group indicating the most active user group to interact with the lens. ‘Shoppers’, ‘Film & TV Fans’ and ‘Foodies’ are the top three lifestyle categories with 99%, 97% and 95% Shares respectively. 

A high camera playtime of 7.3 seconds is observed against the industry standard of 4 sec – 5 sec, indicating good user engagement with the lens property due to the creative concept and technology used.

 “We are thankful to our consumers for making Pulse a  leader in hard-boiled candy segment for last 5 years and therefore, Candy Day is very special to us. We celebrate it with Pulse lovers by playing innovative fun games in a digital world full of Pulse candy, amusement, and rewards. The AR reality with vibrant graphics, sounds, and personal surroundings leads to stimulated consumer interaction. This is a unique integrated digital campaign on the popular social media platforms that resonate with our TG.”

Arvind Kumar, GM – Marketing, Dharampal Satyapal Foods Ltd.

The Story

Bonkers Corner is a home-grown online brand that serves as an exclusive source of street wear fashion solely made in India. Their signature aesthetic stems from the dire need to stand out from the rest. Crazy balanced by comfort & chic. With this brand statement in mind they wanted to reach their target audience who will be interested in the brand. The key objective was to get maximum purchases with the least Cost per Purchase.

The Solution

In order to reach a young audience, the brand partnered with Tyroo and Snapchat to run campaigns on Snap’s ad formats through their ad sets that could help them reach the right audience. Creatively the ads were inspired from Anime characters focussed on their special Anime collection and style that was chic. They also used influencer videos to promote their product in order to bind well with Snapchatter’s. Their campaign goals are set to swiping up, add to cart & even purchase.

The brand leveraged two types of Ad formats:

• Snap Ads – These are full screen ads that make an instant impact.
• Collection ads – These ads showcase a series of products featuring four tappable tiles to showcase multiple products, giving Snapchatter’s a frictionless way to browse and buy.

The Results

The brand has been achieving great results on Snapchat and has been running ad campaigns for more than a year now. Overall campaign achieved 32X  RoAS. Campaigns with Add to cart goals got 26X RoAS while Campaigns with Purchase goal contributed 36X RoAS.

“Through our extensive testing on Snapchat, we successfully leveraged the platform’s full funnel approach, effectively reaching Gen Z and Millennials with tailored communication. This strategic implementation resulted in a positive return on advertising spend (ROAS). The platform’s widespread popularity among Gen Z and Millennials enabled us to establish authentic connections, significantly enhancing brand awareness and ultimately driving sales for Bonkers Corner”

– Prabhu Shetty, Head of Digital, Bonkers Corner