How P&G tied its Star Wars Snapchat campaign to sales

The organization devised a plan to measure and report its social media efforts. One brand manager said it gives marketers ‘a higher probability of success.’

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Snapchat has been an especially tricky platform for advertisers to understand their return on investment. You can see how many people saw your ads and how many people used your filter, but beyond that, there’s not much to tie it to revenue.

However, P&G is going to great lengths to understand Snapchat’s impact on CoverGirl’s limited-edition Star Wars makeup collection, which is only available at Ulta stores.

The full case study (minus the payoff ROI numbers) is available at Advertising Age, to check out—but here’s a quick rundown:

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