Client Name

Unilever Pakistan

Faculty Advisor

Mr. Syed Atif Murtaza Qaiser

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

Our selected thought leadership area was Entrepreneurship and Innovation, which strongly aligns with our ELP on Snapchat marketing for Dove and TRESemmé. The project followed an entrepreneurial process — idea generation, prototyping AR lenses and influencer-driven campaigns, validating through surveys and focus groups, and iterating based on KPIs. It applied innovative tools such as augmented reality, gamified content, and shoppable media in a localized Pakistani context. Thus, the ELP not only developed a content strategy but also created a replicable blueprint for FMCGs to innovate in digital engagement. This directly supports IBA-SBS’s mission of fostering innovation and thought leadership in marketing.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

My ELP on Snapchat Marketing for Dove & TRESemmé directly aligns with SDG 9: Industry, Innovation, and Infrastructure, as it focuses on leveraging innovative digital tools such as AR filters, gamified ads, and interactive content to strengthen brand–consumer engagement. By proposing a structured Snapchat marketing framework, the project contributes to digital infrastructure development in Pakistan’s FMCG sector and demonstrates how innovation can drive sustainable growth in marketing practices.

NDA

Yes

Abstract

This Experiential Learning Project (ELP) explores the potential of Snapchat as a marketing platform for beauty brands Dove and TRESemmé, with a focus on enhancing consumer engagement among Gen Z and Millennials. The project investigates how Snapchat’s unique features—augmented reality (AR) filters, interactive ads, and short-form storytelling—can be leveraged to strengthen brand visibility, drive customer interaction, and build brand loyalty in an increasingly digital marketplace. By integrating consumer insights, competitive benchmarking, and digital marketing strategies, the project provides evidence-based recommendations for optimizing Snapchat campaigns that align with the brands’ values of self-confidence, inclusivity, and innovation. The findings highlight Snapchat’s role as a powerful tool in bridging the gap between traditional marketing and emerging digital trends, contributing to sustainable brand growth and meaningful consumer connections.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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Available for download on Sunday, September 22, 2030

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