Case Study: Essie achieves 4x share rate and 10x purchase intent lift with Snapchat AR Nail VTO and video strategy

Essie Expressie Leverages AR Nail VTO with Video Strategy

Essie brought its quick‑dry Expressie nail line to Snapchat to drive consideration and shade awareness among Gen Z and young Millennials at scale. The challenge was to create a memorable, high‑engagement experience that would move users through the funnel and showcase the color range.

Essie partnered with Snapchat to launch an AR virtual‑try‑on lens combining a face experience (with on‑trend sunglasses) and a world/nail VTO, supported by :06 non‑skip commercials and skippable Snap Ads. The integrated approach delivered strong results: lens share rate exceeded Snapchat beauty benchmarks by 4x, lens playtime was over 2x average, brand awareness lifted 2x with multi‑ad exposure, and the overall campaign achieved a 10x purchase‑intent benchmark.

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