"Halloween is a key moment for discovery in the beauty industry, and Maybelline celebrates all opportunities for people to step out of their comfort zone and express themselves," said Jessica Feinstein, Maybelline's senior vice president of marketing.
Snap cited research indicating that 80% of the platform's users planned to use the app during Halloween. This year's data shows U.S. Snapchatters are at least two times more likely to anticipate spending more this Halloween versus last year.
The effort shows additional signs of potential, with Halloween campaigns on the platform reporting a significant lift in brand awareness, ad awareness and action intent, according to research from Kantar MarketNorms that was commissioned by Snap.
Advertising from brands involved will include custom creator content, augmented reality (AR) Lenses, Snap Video Ads and more, highlighting the engagement strategies being utilized in this campaign.
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