Goal: Drive awareness and purchases for New Balance’s exclusive product line with NBA star Kawhi Leonard
Outcome: New Balance launched a multi-ad product campaign targeted towards Snapchatters A13-24 Fashion, Fitness, and Sneakerhead lifestyle interests. The campaign included a Shoppable AR Lens which allowed the user to virtually try on different sneakers from the Kawhi Leonard x New Balance collection and swipe up directly on the lens to shop on the New Balance website.
The AR Lens campaign reached over 7.3 million Snapchatters. On average, these Snapchatters tried on the sneakers for 20 seconds via the Lens. And on top of this in-app engagement, nearly 250,000 Snapchatters swiped up to the New Balance website to further explore the sneakers.
When coupled together, the Shoppable AR Lens and Snap Ads proved to be effective in driving lift across all measured brand metrics, including a +5pt lift in Ad Awareness, +3pt lift in Brand Favorability, and a +2pt lift in Purchase Intent. In the lower funnel, the campaign was also effective in driving incremental purchases, with a Snapchat conversion lift study showing 3.3% purchase lift with a $55.68 cost per incremental purchase.
My Roles: Account Management, Marketing Science, Creative Strategy
Teams: New Balance, Mediahub, Ocavu (AR Production)
New Balance: Kawhi Leonard Launch
"Snapchat has proven to be a great partner for some of our most innovative media activations. In this case, we partnered with Snapchat to build an augmented reality “Try-On” experience for the launch of our KAWHI basketball shoe. This was a new test & learn opportunity, helping to bring people an in-store retail experience into the comfort of their own homes. This program exceeded expectations for both engagement and digital commerce results, and we look forward to building on this success with Snapchat in the future."
- Andrew Merle, Director, North America Brand & Consumer Marketing