Case Study: Kmart achieves $25 ROAS and strong Gen Z engagement with Snapchat

Kmart Partners with Snapchat during Halloween and Christmas

Kmart partnered with Snapchat to capture holiday demand across October–December, aiming to cost‑effectively reach Gen Z and millennial shoppers with immersive experiences that bridged in‑store and digital touchpoints. The retailer’s challenge was to drive strong ROAS while delivering engaging, interactive holiday messaging for both Halloween and Christmas.

Snapchat ran two complementary campaigns using Snap Ads and AR Lenses (unlockable via Snapcodes in Kmart’s Halloween catalogs) plus immersive Snap Video Ads for Christmas. The multi‑product approach delivered a $25 average ROAS, the Halloween Lens saw more than 54 seconds average camera playtime when unlocked, and the Christmas campaign produced a +7‑point lift in brand association, successfully engaging younger audiences at scale.

Kmart

Natalie McAdams

kmart