Chemist Warehouse has teamed up with Snapchat to promote the Mayhem sale through the social media and instant messaging app’s latest advertising format called First Snap.
The advertisement went live on May 24, making Chemist Warehouse the first Australian retailer and retail media network to utilise the new feature.
Chemist Warehouse’s Mayhem sale is a big promotional campaign with up to 50 per cent off discount on select items such as vitamins, cosmetics, baby accessories, and fragrances.
Sponsored Snaps enable advertisers to connect with Snapchat users in the Chat tab with visual messaging. First Snap, a single-day takeover ad format, places a Snap in the Chat Feed, expands into a full-screen video, and includes a brand call to action.
“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,” said Ryan Ferguson, Managing Director of Snap Inc. Australia and New Zealand.
Data from GWI indicates that among daily Snapchat users who shop at Australian Big Box stores, 59 percent do not use YouTube daily, 44 percent do not use TikTok, and 35 percent are not daily users of Facebook.
“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,” said Rohan Kohli, Digital Media Lead of E-Commerce and Digital Marketing at Chemist Warehouse.