Case Study: COVERGIRL reaches Gen Z & Millennials and boosts ad awareness and purchase intent with Snapchat

COTY Builds the COVERGIRL Brand with Video Strategy Reaching Gen Z and Millennials

Coty’s COVERGIRL Clean Fresh launched its vegan Skin Milk Foundation in 2020 and needed to reach hard-to-reach Gen Z and Millennial women to drive awareness and scale. Partnering with Snapchat to meet KPIs around reach, impressions and CPMs, the campaign achieved a +9‑point lift in ad awareness in Q1 and reached an audience that was 74% unique to Snapchat.

A video-first mix of Snap Ads, Collection Ads and premium Commercials delivered the results: Snap Ads drove 150M+ impressions at a $1.79 CPM with ~970k swipe‑ups, Collection Ads delivered 39M+ impressions at a $1.51 CPM with ~375k swipe‑ups, and Commercials posted a $0.01 cost per completed view and >78% completion. Commercials lifted ad awareness 2× versus Snap Ads and produced a 4.5× norm lift in purchase intent, while creative learnings (prominent logo, identifiable product, polished Snapchat-tailored creative and celebrity consideration) correlated with higher ROAS and new-buyer gains.

Covergirl