L’Oréal Paris saw a significant sales uplift following its decision to push the launch of Pure Clay Masks on social media over traditional channels, according to a report published by Net Imperative.

The French beauty brand partnered with BzzAgent to spread the word via Snapchat, with the campaign, which ran across six platforms and generated more than 5,800 pieces of engaging content, reaching more than 741,0000 people.

As a result, social conversations were up 53 percent, and sales rose 51 percent, a figure confirmed by a match market test conducted by IRI.

“With its tremendous reach and high quality content, Snapchat is a highly effective addition to a brand’s influencer marketing strategy,” Johanna Jones, Commercial Director of BzzAgent told Net Imperative. “Creativity and authenticity are critical forces behind purchase behaviour for millennials.”