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AR continues to evolve and take shape. Like other tech sectors, it has spawned several sub-sectors that comprise an ecosystem. These include industrial AR, consumer VR, and AR shopping. Existing alongside all of them – and overlapping to some degree – is AR marketing.
Among other things, AR marketing includes sponsored AR lenses that let consumers visualize products in their space. This field – including AR creation tools and ad placement – could grow from $4.7 billion in 2023 to $11.8 billion in 2028 according to ARtillery Intelligence.
Factors propelling this growth include brand advertisers’ escalating affinity for, and recognition of, AR’s potential. More practically speaking, there’s a real business case. AR marketing campaigns continue to show strong performance metrics when compared with 2D benchmarks.
How is this coming together? And what are best practices? These questions were tackled in a recent report by our research arm, ARtillery Intelligence, including narrative analysis, revenue projections, and campaign case studies. It joins our report excerpt series, with the latest below.
Staying Power
Bioré sells skincare products that focus on healthy skin by avoiding clogged pores. As a global product, it recently entered the German market, where it was previously unknown to consumers. So it was intent on boosting its visibility and brand equity in the new market.
To achieve these goals, Bioré turned to Snapchat for an interactive lens campaign. Its lens featured animated sequences that simulated daily beauty routine steps. Graphical elements represented the key active ingredients – charcoal and baking powder – overlayed on users’ faces.
Lenses also displayed animation effects for beauty steps like clearing dirt and clogged pores. This included 3 beauty routine steps and 3 Bioré products for each. Altogether, this was meant to offer several experiential combinations in to engender variety and staying power.
Biore’s AR lens campaign was available on Biore’s Snapchat account and amplified further through sponsored lenses. For the latter, it was geo-targeted to target markets in Sweden, Finland, Denmark, and Norway, and to the campaign’s target users in the 13-25 age bracket.
Lasting Impression
And the results? Through its lens campaign (organic and paid distribution), Biore was able to achieve a 12-point boost in brand awareness, as well as an 8-point boost in ad awareness and a 7-point boost in brand favorability. Altogether it outperformed non-AR benchmarks.
More importantly, what are best practices and lessons that can be extracted from Biore’s AR campaign? Its first step was choosing the right network and distribution strategy. Snapchat proved to be valuable in its alignment with the Gen-Z target audience (again, 18-25).
Bioré also decided to lean into AR’s strength as a brand awareness medium, given that its immersive depth can create a lasting impression on consumers. It also baked in ample variety in several combinations of experiences, as noted, to avoid repetition and gain maximum impact.
We’ll pause there and pick it up in the next installment with a fresh AR marketing case study. Meanwhile, see the full report here, including several case studies across product categories. You can also see video of Biore’s campaign in action in Snapchat’s portal for AR campaigns.
Header image credit: Laura Chouette on Unsplash
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