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  • Khang Bui

AR Face Filter - the new race of Brand and Marketers

AR filters allow creators to make new marketing content.

AR technology (Augmented Reality - Augmented Reality) is becoming popular and useful for life.

AR technology has been applied to viral campaigns, but the most noticeable is online campaigns on Instagram, Facebook, TikTok, ... Brands can use AR technology to create great minigames. AR filter effect is interesting and combined with contests and challenges with attractive rewards to attract more participants, thereby turning customers into viral content creators for the brand.

How does the campaign stand out in a market filled with filters?


1. Choose the right AR platform to connect with the Brand's Target Audience

To make customers feel free to experience the AR advertising campaign, the strategy must be really clear and easy to understand. Before The brands launch a campaign, they also need to stay ahead of the technology, capture the latest companies and match the most customers.

Currently in Vietnam, AR filter is set up on Facebook and Instagram platforms, brands need to choose the correct distribution channel, according to some statistics so far show that choosing for multi-channel content distribution (Facebook , Instagram, Tik tok, ...) instead of focusing on a single channel will also affect the result of the campaign.


2. Call to action with attractive content

AR filters turn consumers from passively observing (such as in traditional advertising campaigns, TVC, ...) into active participants, anyone can become influential. The center of the story and the ambassador for your brand. Therefore, the design of the most eye-catching 2D / 3D images, effects and sound will bring the brand's message to customers quickly.

Recently, in July 2020, Milo launched an extremely successful campaign to increase interaction with customers through the "Champion" Mini game calling on mothers to take pictures for their children with Milo's facebook filter to receive gifts from brands. The baby's image after using the filter will become stronger and more confident, this is also the message that Milo wants to convey to customers.



The benefits that AR brings to marketing campaigns

1. Increase interaction with customers

AR allows you to experience truly immersive, rather than static, interactive and engaging content. Good AR content can also contribute to a memorable experience for users and brand love.

2. Increase the number of followers on social networks

AR is also a great way to increase your social followers. On Instagram alone, users will have to follow you to access your content, so you can expect a large following after posting an effect.

3. Access the right target audience

Just like conventional advertising, AR content can be targeted to the right audience through platforms like Facebook, Instagram. This means that, regardless of the platform, the brand can reach the right target audience, because only people who are genuinely interested in your brand or campaign and your message will join. with AR


4. Go viral

One of the most revolutionary aspects of AR content is that in essence, AR is especially easy to share with users. Users will often find an AR effect they like, snap it and then share it with their friends. This makes AR content an incredibly powerful word of mouth tool, even with minimal advertising costs. Following Facebook, in June 2019, Instagram applied terms for creating separate filters for brands to advertise brands.


Some popular marketing program can use AR Filter

Augmented reality is a perfect tool for marketing. We only see the tip of the iceberg when AR marketing goes, but some of the most successful and disruptive use cases to date include:


1. AR filter application to promote artist's image

Another AR marketing method that is gaining popularity comes from the entertainment and music industry. These companies are using AR filters on social media to promote new music artists and album releases. By creating really fun effects that users enjoy interacting with, it encourages word of mouth and ability to share, and resonates around artists and entertainment products.

Suboi, Soobin Hoang Son, B Ray, Son Tung MTP, ... are famous artists nowadays who have their own types of filters for individuals and their fans.


2. Apply to Advertising - PR product

Facebook and Instagram offer the perfect opportunities to reach the right audiences through advertising, with one difference: engaging, engaging AR content is much easier to share. This can maximize word of mouth and share on social media, reduce CPC and increase conversions compared to traditional advertising.


3. AR Filter Try On technology boosts sales

AR effects are also helping to increase conversions by allowing users to visualize the product on their body and in their environment. AR features like "virtual dress up" (allowing users to try on a suit or makeup) and "product visualization" (allowing them to visualize their products in-house) are increasing sales and decreasing profits. Such effects can be interestingly promoted on social media, leading users to consider buying a product without even realizing a need.

Leflair's ads on facebook allow users to try on eyeglasses and try lipstick colors from major brands. The difference from the normal ads is that the "Buy Now" button is designed right on the experience screen, linked to the Leflair website. This helps to increase website traffic and increase the conversion parameters of random customers to leads.

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Khang Bui
Co-founder of Marvy Co.

I'm Khang, Co-founder of Marvy Co. Our company is one of the first and the biggest AR/VR developer in Vietnam. With years of experience in developing AR effects, I hope my knowledge can help agencies and brands understand more about AR and how to use it to boost your marketing campaigns.


Facebook Ads containing interactive games (Playable Ad and AR filter)

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