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<ul><li>In order to increase the number of app installs and tap into a new set of audience, Nykaa partnered with Snapchat for a 360-degree performance campaign. </li><li>Tarika Soni, Head of Commercial Strategy and Ad Monetization, <keyword id="4422132" type="PERSON" weightage="20" keywordseo="snapchat-india">Snapchat India</keyword> talks about the strategy behind the campaign and its plan for future brand partnerships.</li><li>Hitesh Malhotra, Chief Marketing Officer, Nykaa shares how Snapchat’s organic ad format helped the brand achieve 9X ROI and a 30% in CTR hike.</li></ul>Nykaa, an online beauty and wellness e-commerce platform, wanted to expand its user base in India and tap into a new set of audience. That’s when the brand decided to partner with Snapchat for a 360-degree performance campaign. “The aim of the campaign was to deliver positive ROI for every dollar they spend on our platform and we managed to deliver 9X the purchase volume for every dollar they spent with us. They also wanted to increase app downloads, so we were able to exclude users who already had Nykaa’s app installed and then built a look-alike segment of their existing users who fitted with Nykaa's user profile which boosted their overall install rates in India,” shares Tarika Soni, Head of Commercial Strategy and Ad Monetization, India. <div type="Video" msid="72284465" hostid="261" title="Snapchat ad format" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72284465"></div>

 The Strategy The overall strategy was to focus on story ads placements, get new audience, and rely heavily on creative rotation. Seasonal celebrations combined with offers and influencer messaging was another way through which the campaigns were released for maximum performance impact. “Tapping new users outside the current Nykaa universe was a core priority. However, with the scale, we also wanted quality users who have a high LTV and ROI. By partnering with Snapchat, we were able to reach the millennials and Gen Z audience, who are typically hard-to-reach, but are core to Snapchat. Additionally, Snapchat’s ad formats felt more organic in nature, especially within the Discover Platform,” said Hitesh Malhotra, Chief Marketing Officer, Nykaa. Creative Idea Snapchat ran separate campaigns for iOS and Android campaigns, with a heavy emphasis on make-up tutorials. Another unique point about the content was celebrity endorsements for the products, which helped the user get first-hand reviews and saw an increased conversion rate. Republic Day is an important holiday in India and hence a campaign was run for the brand with special discounts and creatives to improve CTR in a limited time frame. Impact With 9X ROI, the overall CTR saw a 30% hike because of creative and optimization settings. What Worked Tapping the right target audience, bifurcating the story ads, snap and collection ads between iOS and Android worked well. Vision for future partnerships “At Snapchat, we are continually working on ad products that are designed to deliver effective results that align with a client’s business goals. For example, in September we rolled out a ‘Reach and Frequency Lens’ in India that offered a simplified way for marketers to plan, buy, and report in an auction-based environment. Nykaa will soon be testing Reach and Frequency Lens with us along with other new ad products designed to optimise their efforts,” said Soni.

Snapchat ad format helped Nykaa achieve 9X ROI and 30% hike in CTR

Snapchat ad format

Well beyond the conventional end of the <keyword id="164166" type="General" weightage="20" keywordseo="southwest-monsoon" source="Orion">southwest monsoon</keyword> time that ends on September 30, time it continued to rain almost throughout the country with scores of districts witnessing massive rains followed by devastating floods. As a result, between October 1 to 20, the cumulative rainfall at 136.1 mm was above normal of 58.3 mm, which was 39 per cent of the long period average. When it came to rainfall distribution over the four broad geographical regions of <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>, for East and the Northeast together, it was 125.6 mm against 106.1 mm normal rainfall, which was 18 per cent above LPA; for North West India, it was 46.9 mm against 19.6 mm, a departure of 139 per cent; for <keyword id="92952" type="General" weightage="20" keywordseo="central-india" source="Orion">Central India</keyword> it was 58.9 mm against 43.8 mm with a departure of 34 per cent while for the South Peninsula, the total rainfall between October 1 to 20 was 136.1 against the normal of 104.7 mm, resulting in a departure of 30 per cent, the <keyword id="6355166" type="General" weightage="20" keywordseo="india-meteorological-department" source="Orion">India Meteorological Department</keyword>'s (<keyword id="6366970" type="General" weightage="100" keywordseo="imd" source="Orion">IMD</keyword>) data showed. "The Southwest <keyword id="6358301" type="General" weightage="20" keywordseo="monsoon" source="Orion">Monsoon</keyword> is likely to withdraw from the entire country around October 26, and simultaneously, the Northeast Monsoon rains are also likely to commence over Southeast Peninsular India on the same date. As a result, rainfall activity is very likely to increase over south Peninsular India with isolated heavy falls over Kerala, Tamil Nadu, Mahe, Puducherry &amp; Karaikal," the IMD said in a statement. Isolated to scattered light/moderate rainfall is likely over remaining parts of south Peninsular India including Andaman &amp; Nicobar Islands during the next seven days, the IMD said on Thursday. A fresh Western Disturbance and its induced system is very likely to affect the Western Himalayan Region and it very likely to cause scattered to fairly widespread light / moderate rainfall / snowfall over Jammu, Kashmir, Ladakh, Gilgit-Baltistan &amp; Muzaffarabad and Himachal Pradesh and isolated to scattered rainfall over Uttarakhand during October 22 till 24; isolated to scattered light / moderate rainfall very likely over Punjab, Haryana, Chandigarh, north Rajasthan and northwest Uttar Pradesh and light rainfall over Delhi on October 23 and 24. Light to moderate isolated / scattered rainfall activity is likely over the Northeastern states and Sub-Himalayan West Bengal and Sikkim during most days of the week, the IMD said, adding, "weather is very likely to be dry over remaining parts of India during most days of the week." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/nykaa-may-launch-its-ipo-next-week-to-raise-a-little-over-5000-crore/articleshow/87198148.cms">Nykaa may launch its IPO next week to raise a little over ₹5,000 crore</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/apps/news/snapchat-new-tool-that-will-allow-parents-to-have-better-visibility-of-their-childs-activities-on-the-app/articleshow/87198963.cms">Snapchat’s upcoming family centre feature will allow parents to see who is chatting with their teenage children</a>

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Snapchat ad format helped Nykaa achieve 9X ROI and 30% hike in CTR

Karuna Sharma

Snapchat ad format

Business Insider India

October 1-20 cumulative rainfall 39% more than normal, says IMD

IANS

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