Chemist Warehouse and TikTok double down on mid-funnel momentum

Two of the world’s biggest digital platforms are reimagining what social commerce looks like - and Chemist Warehouse is among the first Australian retailers to take the plunge.

In a play to drive high-impact reach and real-time conversions, Chemist Warehouse has partnered with Snapchat to activate its Mayhem Sale via a new ad format called First Snap, becoming the first Australian retailer to do so. Simultaneously, TikTok has launched its new Brand Consideration campaign objective across APAC, giving advertisers a way to scale mid-funnel engagement and turn product curiosity into purchase intent.

The moves reflect a broader shift in how retailers and platforms are investing in the 'messy middle' - the critical consideration phase of the purchase journey.

Running across Snapchat’s highly trafficked Chat tab, First Snap is a one-day takeover that places branded content directly into a user’s message feed. From there, the ad opens into a full-screen video with a call-to-action, designed to tap into one of the most engaged surfaces of the platform.

“Snapchat’s First Snap will allow us to reach a significant number of Australians in a very natural way, right where they are messaging with their friends every day,” Rohan Kohli, digital media lead, e-commerce & digital marketing at Chemist Warehouse, said.

Ryan Ferguson, managing director at Snap ANZ, added Chemist Warehouse’s approach demonstrates a dedication to connect with customers through innovative "offsite retail media" solutions.

“Snapchat reaches the majority of Gen Z Aussies and we’re excited to be collaborating with Chemist Warehouse to help them grow their business by connecting them with this increasingly important audience," Ferguson said. "First Snap provides a powerful advantage in a competitive market, delivering engaging content directly to over 8 million Australian Snapchatters."

Snapchat data indicates that 59% of daily Snapchat users who shop at big-box retailers aren’t on YouTube daily, while 44% skip TikTok and 35% avoid Facebook - suggesting unique reach potential in the crowded retail media landscape.

TikTok zeroes in on the ‘consideration economy’

Meanwhile, TikTok is giving brands a new way to reach high-intent audiences with the launch of Brand Consideration, a strategy designed specifically to target users in the mid-funnel.

According to TikTok, 28% of users in the consideration phase are more likely to prefer a brand over its competitors and contribute 46% of total GMV, converting up to 14x better than top-of-funnel awareness audiences.

“The introduction of Brand Consideration marks a meaningful step in solving a longstanding challenge in digital marketing - identifying and engaging users who are actively evaluating,” Andy Yang, global head of creative and brand ads at TikTok, said. “By surfacing these high-intent moments, brands can act more precisely and confidently, making spend go further, and strategy go deeper.”

Brand Consideration uses over eight native engagement signals - including comments, in-app searches, follows and shares - to identify and segment users showing interest in a category or product. The feature integrates with TikTok Market Scope for real-time measurement and includes tools like the TikTok Creator Marketplace and Symphony suite for scalable creative production.

Early case studies from Southeast Asia suggest the results are already significant. In Indonesia, a leading beauty brand recorded a 46% drop in cost per consideration and 72% improvement in audience acquisition efficiency. In Thailand, another brand achieved an 18.5% improvement in consideration-stage efficiency.

Both launches underscore a maturing view of social platforms as more than just awareness drivers.

As social commerce shifts from clicks and impressions to measurable intent, brands that can meet audiences mid-journey are likely to reap the rewards.