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Vice President, Omni Media, L’Oréal Luxe
Snapchat’s three primary ad products—Snap ads (video ads), sponsored lenses and sponsored geofilters—allow brands to engage with the platform’s predominantly millennial audience. But are users ready for ad experiences that push them through the purchase funnel? Brian Chang, vice president of omni media at L’Oréal Luxe, spoke with eMarketer’s Tricia Carr about the results of a beta test with Snapchat and L’Oréal-owned Lancôme that included an ecommerce component.
eMarketer: Why was advertising on Snapchat a fit for the launch of Lancôme’s Juicy Shaker lip gloss?
Brian Chang: This was the brand’s first foray into Snapchat. Once we started planning for Juicy Shaker, Snapchat was the first platform we thought of as a point of distribution and reach among the millennial audience.
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