Case Study: Wella Colorcharm achieves 7x Brand Favorability and 6x Consideration Intent with Snapchat

Wella Colorcharm Paints Lifts Brand Favorability & Consideration Intent With Snap Ads & Story Ads

Wella Professionals brought its DIY hair color line, Colorcharm Paints, to Snapchat in Q2 2021 to drive consideration among trend-focused hair and beauty enthusiasts and demonstrate the product as a creative self-expression tool. The primary challenge was reaching that audience at scale and improving brand favorability and purchase consideration.

Partnering with VidMob, Snapchat delivered brand-first creative best practices using short Snap Ads paired with a how-to Story Ad to encourage engagement. The campaign drove strong lift — 7x the benchmark for brand favorability and 6x the benchmark for consideration intent — with key success factors being purposeful sound (product name in voice-over) and the mix of polished brand video plus influencer tutorial content.

Wella Colorcharm