Case Study: MuCharm achieves 67% month-over-month Public Profile subscriber growth and higher user engagement in MENA with Snapchat

MuCharm Saw Higher User Engagement in MENA with Snapchat’s Public Profiles

MuCharm, a China‑based eCommerce platform selling household products in the Middle East, wanted to boost Gen Z and Millennial traffic and improve brand awareness. To test new ways to engage younger shoppers, the brand explored Snapchat through Snap Ads and a Public Profile.

Working with Baidu MediaGo, MuCharm ran Snap, Story and Collection Ads with varied video creatives (tutorials, try‑ons), used goal‑based bidding, and launched a Public Profile with product trailers, try‑on content, AR Lenses, a Place Listing and Spotlights. The campaign drove strong engagement: Public Profile subscribers grew 67% month‑over‑month (22% weekly page‑view growth), average view time was 19.5s, CPI was ~70% lower, CPP fell ~80%, add‑to‑cart rates were 44% higher, and ROAS increased 1.5×.

MuCharm

Jialei Tian

Chief Operating Officer