Case Study: COTY’s Marc Jacobs doubles brand & ad awareness and drives 6× purchase intent with Snapchat

Marc Jacobs Fragrance Launch Achieves Awareness & Purchase Intent Boost on Snapchat

COTY’s Marc Jacobs took its new fragrance, Perfect, to Snapchat in Q4 2020 with the goal of cutting through a cluttered holiday period to build awareness among Gen Z and Millennial women who value self-acceptance and nonconformity. The challenge was to create immersive, large-scale messaging that would drive both ad/product awareness and purchase intent with a young, style-driven audience.

Marc Jacobs partnered with Snapchat and ran a multi-product campaign using Snap Ads and Commercials to reach women aged 16–34, optimizing for awareness, impressions, and CPMs. The campaign delivered more than double the norm for product and ad awareness, a +43‑point lift in ad awareness, and purchase intent at 6× the norm (overall 2× brand and ad awareness benchmark), with strong creative execution—prominent logo, high-polish visuals, and purposeful sound—boosting ROAS and new-buyer impact.

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