There have been 2 major issues with using Snapchat to advertise. The first, how do you measure success? There’s no real metrics tying Snapchat advertisements to sales numbers, brand awareness, or any other type of metric. The second question is how to use it outside of the Discover feature. It looks like P&G might have the answer to both.
P&G is using Snapchat to drive in-store sales by creating location-based filters around each of Ulta’s stores. They’ve seen great success with this in the millennial generation. Additionally, they are able to measure their success from the sheer increase in traffic to stores after users are exposed to the geofilter.