Goal: In a co-marketing campaign with Nike, Champs Sports wanted to raise awareness and drive sales of new products while students were headed back to school.
Outcome: I worked with the Champs Sports team to build a full-funnel marketing campaign using Snap’s brand-new AR Sneaker Try-On technology. This was the first-ever ad campaign that used the new tech. The lens raised awareness of the shoes and then we re-targeted Snapchatters with product ads to drive sales. I programmed a conversion lift study to effectively measure the campaign’s performance.
The ads drove both incremental reach and lift in ROAS. Including the AR try-on Lens resulted in 44% incremental reach. Users that were exposed to product ads and the lens had a 53% higher conversion rate compared to those who just saw product ads. When compared to previous-year Champs Sports partner-funded campaigns, ROAS increased by 32%.1
My Roles: Account Management, Marketing Science, Creative Strategy
Teams: Champs Sports, PHD Media, Paper Triangles (AR Production)
Champs Sports x Nike: Full Funnel Marketing
“If you think about what we just did with Snap, being able to recreate the store experience in your house – that speaks volumes, especially now. Snap has made significant progress as it relates to being brand friendly and showing us the return on our investment.”
- Jason Brown, VP Marketing Champs Sports
