Luxury e-commerce platform Ounass aspired to bring an extra touch of joy to Mother’s Day this year by empowering users across the UAE to celebrate mothers in a fun, creative way despite the ongoing disruptions caused by COVID-19. Teaming up with Snapchat, the brand developed an augmented reality (AR) Snapchat National Lens campaign in which the public could create their own happy mother’s day message filled with custom special effects and video content.
Run on Mother’s Day and targeting a huge diversity of audience segments, the National Lens drove both brand resonance and gave Ounass the chance to own a key seasonal moment reaching all Snapchat users across the UAE. The Lens delivered a high level of engagement with the average time spent with the brand being 25 seconds of average playtime, and a save and share rate of 5.35%. Moreover, the campaign served a secondary objective to encourage gift purchases, connecting Ounass with an audience still eager to purchase luxury items online. Ounass achieved a 5.5x return on ad investment with the average basket order generated from the Lens a staggering USD$500—of which 20% of all sales generated from the Lens being in the fine jewelry category.
“In these unique & unprecedented moments, Snapchat continues to help & impress users and businesses alike. Camera marketing at scale helped us spread positivity & happiness to our world while over-exceeding our ROI expectations.” – Stanislas Brunais, Head of Digital Marketing, Al Tayer Group
