Snapchat partners with Adidas, Topshop and Farfetch for latest ecommerce initiative

Snapchat has launched a new ecommerce advertising tool enabling retailers to reach its Gen Z and millennial audiences with “remarkable results”.

Adidas, Topshop and Farfetch are among the big-name retailers who have already beta-tested Snapchat’s new Dynamic Product Ads (DPA) feature, which launches in the UK today.

The free-to-use tool allows brands to create globally served Snapchat adverts in real-time and reach the increasing number of customers shopping online during lockdown.

According to Topshop, which was the first brand to beta-test its DPAs, it achieved four times the UK benchmark for return on advertising spend (ROAS) within two weeks.

“DPAs have allowed Topshop to reach Snapchatters with high-quality, and relevant ads throughout the consumer journey, and based on such strong results, activity will be scaled and launched into further markets over the coming weeks,” Topshop added.

READ MORE: Adidas becomes first brand to sell directly through Snapchat game with “Baseball’s Next Level”

Adidas’ senior director of media activation Rob Seidu added: “In the wake of the Covid-19 epidemic, Adidas has further accelerated its digital business. With e-commerce a key focus for us in 2020 and beyond, we’re excited to Beta test Snapchat’s Dynamic Product Ads in the UK, Germany, France and the Netherlands.

“Within weeks we saw a 52% growth in ROAS (return on advertising spend) and we have subsequently grown our investment. The launch of DPAs allows us a route to reach our target Gen Z and millennial audiences with relevant product creative throughout the consumer journey.”

According to Snapchat UK’s general manager Ed Couchman, DPAs are just one of a series of innovative ad solutions the social media platform is rolling out to help retailers.

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