Case Study: Michael Kors achieves 104M+ views and an 18-point ad awareness lift with Snapchat Sponsored Lens

For National Sunglasses Day, Michael Kors let every Snapchatter add new shades to their selfies

Michael Kors wanted to build buzz for its Kendall II eyewear and engage millennials and Gen Z on a day when sunglasses were top-of-mind. The challenge was to raise awareness, drive preference for the new sunglasses, and encourage sharing and word-of-mouth among a younger, mobile-first audience.

Partnering with Snapchat, Michael Kors launched a day-long Sponsored National Lens that placed the Kendall II shades on users’ faces and transported them to aspirational settings (beach, red carpet, city life). The Lens generated 104M+ views with an average playtime of 26 seconds, drove ad awareness 1.5x mobile norms (+18 pts), lifted purchase intent over 3x mobile norms (+6%), and produced a 12.5% increase in sunglass preference.

Michael Kors

Lisa Pomerantz

SVP Global Marketing and Communications