Case Study: Covergirl achieves 62% incremental reach to TV and boosts awareness & favorability with Snapchat Snap Ads & Commercials

Covergirl Drives Impact & Reach Incremental to TV with Snap Ads & Commercials

Covergirl brought Lash Blast Clean Volume Mascara — a new vegan, cruelty‑free formula — to Snapchat in 2021 to drive awareness among Gen Z and Millennial women. The challenge was to introduce the updated product at scale and boost brand metrics beyond TV reach.

Covergirl ran Instant Impact Snap Ads and Non‑Skippable Commercials with a focus on brand lift, reach, and ad engagement. The campaign delivered 62% incremental reach to TV and outperformed norms: 2x product awareness, 3x brand favorability, and 1.8x brand association.

Covergirl