CONNECTING ATHLETE ENGAGEMENT TO RETAIL SALES
Learn how DICK’S Media and Snapchat are closing the measurement gap, connecting social ad exposure to verified retail sales with insights from an adidas pilot.
Objective
UNDERSTANDING THE IMPACT OF SOCIAL MEDIA ON RETAIL SALES
Adidas sought to measure how reaching the next generation of athletes on Snapchat translates into retail sales, moving beyond traditional social media metrics to quantify business impact.
Solution
CLOSED-Loop SOCIAL MEDIA MEASUREMENT
DICK’S Media and Snapchat partnered to deliver a privacy-safe, closed-loop measurement solution that connected Snapchat ad exposure with verified online and in-store DICK’S purchases. By linking media exposure to retail transactions, adidas gained a more complete view of campaign performance beyond clicks and impressions. The pilot demonstrated the power of this approach, delivering a $12.67 ROAS and providing clear evidence that reaching our athletes on Snapchat drives measurable retail outcomes.
Dave Young, VP, DICK’S Media Takeaway:
“Snapchat is where many of our athletes are already engaging with content everyday, making it a natural place for brands to show up in authentic ways… By connecting that engagement directly to verified sales, we’re giving our partners a clearer understanding of how their investment is driving real growth and unlocking new ways to reach athletes with greater precision.”
