Chemist Warehouse leverages Snapchat’s ‘First Snap’ ad product for ‘Mayhem’ sale
Chemist Warehouse becomes the first Australian retailer to use Snapchat’s new First Snap format to target Gen Z for its major ‘Mayhem’ sale.
The announcement:
Snapchat has partnered with leading Australian retailer, Chemist Warehouse, to drive awareness and engagement for its highly anticipated “Mayhem” sale using Snapchat’s new ad format, First Snap. As the first Australian retailer and retail media network to activate through the new placement, Chemist Warehouse will drive mass reach with Snapchat’s Gen Z audience across one of the most used parts of the app – Chat.
The “Mayhem” sale is a major promotional event for Chemist Warehouse, offering significant discounts on a wide range of products, including vitamins, cosmetics, baby accessories, and fragrances. During “Mayhem,” customers can typically find half-price or up to 50% off RRP select big brand items.
Sponsored Snaps help advertisers engage Snapchatters where they are – through visual messaging in the Chat tab. The new First Snap product is a first-impression, single-day takeover offering for Sponsored Snaps that delivers a Snap in the Chat Feed, that then can open to a full-screen video asset, and be followed up by a CTA from the brand.
Ryan Ferguson, managing director, Australia and New Zealand at Snap Inc. added, “Snapchat reaches the majority of Gen Z Aussies and we’re excited to be collaborating with Chemist Warehouse to help them grow their business by connecting them with this increasingly important audience. First Snap provides a powerful advantage in a competitive market, delivering engaging content directly to over 8 million Australian Snapchatters. Chemist Warehouse’s forward-thinking approach demonstrates their dedication to connecting with customers through innovative offsite retail media solutions.”
According to GWI, of Australian Big Box shoppers who use Snapchat daily, 59% aren’t on YouTube on a daily basis, 44% of them aren’t on TikTok and 35% of them aren’t on Facebook on a daily basis.
“Snapchat’s First Snap will allow us to reach a significant number of Australians in a very natural way, right where they are messaging with their friends every day,” says Rohan Kohli, digital media lead, e-commerce & digital marketing at Chemist Warehouse. “We’re proud to be leading our category in adopting this new format for our Mayhem Sale, and this campaign is just the beginning of our journey to deliver personalised messaging and impactful results for our valued suppliers through Snapchat.”
The First Snap takeover from Chemist Warehouse will go live on Snapchat tomorrow (Saturday 24 May).
Campaign Credits:
Snap,Inc.:
Roxy Dinh, Senior Client Partner, Retail ANZ
Jessica Macarico, Account Manager, Retail ANZ
Madeline Moore, Creative Strategy Lead ANZChemist Warehouse:
Rohan Kohli – Digital Media Lead
Shannon Griffiths – Digital Campaign Manager
Portia McKee – Digital Activations Specialist
Mija Hovanjec, Social Media Content Lead
Jessica Hull, Social Content Specialist
Source: Ogilvy
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