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Native Advertising in 2021

The Httpool & Farva Go partnership: Taking Performance Advertising on Snapchat to the Next Level

At the recommendation of Httpool, Farva Go now incorporates Snapchat into their performance marketing strategy for ‘Smiley Braces’ product. They achieved tremendous results and exceeded expectations, reaching up to 89% of the target audience, and boosting its sales by 25%.

Farva Go

When advertising a brand in a highly competitive market such as the US, it is crucial to discover the most efficient method to reach relevant audiences, creating impact, and thus resulting in purchase. When targeting younger generations, such as Gen Z or below, experts must consider the level of exposure already apparent to this particular audience, and adapt advertising strategies accordingly. This can however be a difficult concept to manage, you may be aware the adaption is needed, but not necessarily where to start or how. This is where Httpool comes in, playing a key role in building the product personforce advertising plan for Smiley Braces. Httpool was able to recommend and manage an impactful strategy for the brand on Snapchat.

Smiley Braces is a platform designed to help its followers stay ahead of the market, by uncovering the latest market trends, the latest technologies, and the earliest innovations related to braces. The Smiley Braces team effortlessly finds its user the best orthodontist in their local area.

With an objective to target new territories, the US in particular, Farva GO, the marketing agency managing Smile Braces’ digital advertising strategy, consulted with Httpool, the exclusive partner of the largest media platforms globally (Facebook, LinkedIn, Spotify, Snapchat, Twitter, AdColony). Following Httpools recommendations, they together tested the performance potential of Snapchat, with focus on traffic growth and purchase increase.

Brace Yourself Farva Go

Snapchat, the camera app that has over 332 million active users daily, entered the Bulgarian market in 2020, and it’s now reaching 54% of internet users aged up to 34 in Bulgaria. Snap is traditionally famous in the digital advertising industry for its AR innovative features. According to Harvard Business Review Article ‘How AR is redefining retail in pandemic’, interacting with products that have AR experiences leads to a 94% higher conversion rate, as they allow individuals to better connect with the product and brand. Moreover, AR can deliver almost 2x the levels of visual attention, compared to their non-AR equivalent, leading to improved memories and more powerful responses from consumers.

However, raising awareness is not the only type of campaign objective Snapchat can deliver on. Performance campaigns can also be exploited on the platform with amazing results, the Smiley Braces campaign by Farva Go, and in collaboration with Httpool, is living proof.

In order to secure a maximum impact on the target audience for the Smiley Braces ads, achieving both traffic and purchase objectives, Httpool recommended a 9 months campaign period, using a media mix.

  1. Snap Ads, to communicate the benefits of the Smiley Braces product. The Snap Ads were optimized for swipe ups and redirected the users to the Smiley Braces landing page.
  2. Story Ads, to further increase the chances for the users seeing the campaign, through increased exposure across multiple placements.

“Before our partnership with Httpool, we did not even know Snapchat offered advertising solutions. As it turns out, the platform has an outstanding ads manager function, with cutting edge features, and a good balance between targeting capabilities, and creative library for inspiration. We were able to leverage all that and more. The results have proven to be more than satisfying – a good excuse to keep testing and investing in the channel. I believe that we have not yet explored all that Snapchat can offer.” declared Veselin Ivanov, Managing Partner Farva Go.

The results for the Smiley Braces campaign exceeded all expectations, with key highlights as follows:

  • 89% of the targeted audience was exposed to the Smiley Braces campaign.
  • 0.10 eur cost achieved per swipe-up.
  • 25% increase in Smiley Braces sales compared to the previous period without utilizing Snapchat.

 

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