Case Study: NYX achieves offline sales lift and major brand & purchase-intent gains with Snapchat AR gamified shopping

NYX Drives Offline Sales Impact via AR, Pushing Innovation via Play-to-Win Shopping Gamification

NYX partnered with Snapchat to re-create and amplify the immersive experience from its 2021 Spring Drop for the 2022 “Super” Spring Drop, aiming to boost awareness, excitement and offline sales for a hydrating, electrolyte-infused product line. The LA-based brand combined virtual try-on (VTO), AR immersion, gamification and shopping to shake off post-COVID stagnation and deliver a colorful, hometown-inspired “supercharged” experience.

Users tapped into a VTO lens to try multiple hydro-looks, then flipped to a gamified World AR Lens where they played-to-win by collecting products for points and discount codes, supported by product-focused Snap Ads. The campaign drove a +7‑point lift in brand and ad awareness (2.5x and 1.3x Snap norms), a +4‑point favorability lift (11x Snap benchmark), a +5 lift in purchase intent (6.3x Snap benchmark), a 4.2% sales lift and an iROAS 1.6x higher than the beauty norm — with AR exposure and gamification especially resonating with Gen‑Zennials.

NYX