As the demands of the consumer experience increase, changing the corporate image and getting rid of out-of-date marketing strategies are the important steps in shaping the position of the business. Today, using AR /VR technology and Playable Ads in Marketing, especially Facebook ads, is more and more popular in the world.
So, how do they work? Let’s review some AR /VR and Playable Ads that have outstanding success on Facebook platform.
AR /VR Ads
With the aim to reach the millennial audience and increase brand relevance with Playable ads, Lifebuoy - the first brand in Asia-Pacific to use AR ads, digitized Vietnamese tradition Tet with the campaign Washing away germs for a healthy new year. This AR filter allowed people to remove all bad lucks and "detox" themselves to welcome a new year with a brighter body. Moreover, people can share it with their friends and make a purchase by clicking through to the brand’s website.
Lifebuoy’s AR ads were considered a successful and immersive brand awareness campaign in 2019 when it reached 12 million people, 11.5 million actions in Augmented Reality ads, 24% increase in brand favourability, and 2.6-point increase in ad recall.
As a technology brand that has a presence in 100 countries around the world, in 2020, Vivo decided to incorporate augmented reality into the launch of its new V19 phone. By running AR ads on Facebook and Instagram Story, Vivo allowed audiences to experience the virtual unboxing and explore new features of the gadget.
And after over three weeks of running Playable ads and Video ads, this campaign helped Vivo earn a 9.5-point increase in ad recall and increase the click-through rate by 3 times.
3. We Make-up
By creating an augmented reality-specific ad, We Make-up - an online cosmetics store from Italian allowed people to “try on” different shades of its liquid lipstick through a face filter. This filter helped customers find their favorite shades of lipsticks and buy them quickly. Moreover, people can capture videos with the augmented reality filter effect and post them on social media.
With 53% click-through rate, engaging digital audiences with AR ads brought We Make-up an opportunity to boost sales during the May 2019 campaign as well as increase brand awareness.
To take more attention from the audience in an extremely competitive market, airBaltic - an airline from Latvian used AR ads and made outstanding achievements. The campaign targeted people in Latvia, Estonia and Lithuania who are keen on travel and intended to make a trip. In that way, airBaltic motivated them by providing AR ads that people can play as a game to find their next place to visit and buy tickets during its Big Sale.
From January to March 2020, this campaign helped airBaltic increase 51% higher return on ad and 4.7 times higher than the brand awareness campaign in 2019.
MyTona is a free-to-play mobile game developer and publisher from Siberia. After the success of releasing the game “Seeker Notes” in the US, UK and Europe, this gaming company continued to find a chance to expand its popularity. And Korea was chosen to be the next promised land. However, the game wasn't as attractive as expected.
In 2018, MyTona decided to run Playable ads on Facebook platform and achieved noteworthy successes. Compared to the previous campaigns, Playable ads helped MyTona not only in keeping audiences and increasing its marketing efficiency, but also attracting more engaged customers to download Seeker Notes. In detail, this campaign achieved twice higher return on ad spend, up to five times higher click-through rate for ads.
Being famous as a social casino and card game developer for mobile apps in Hong Kong, Me2Zen was dreaming about having special ads that people can try their games before installing. And in 2018, it decided to use Playable ads in creating Facebook ads and significantly increased key performance metrics.
Solitaire TriPeaks Journey was chosen to be converted into Playable ads that offered the potential customers an opportunity to try the preview version. And the Playable ads helped Me2Zen achieved 10 times increase in click-through rate, 20% increase in return on ad spend, and over 3 times increase in in-app purchases.
With the examples mentioned above, it can be seen that AR /VR and Playable ads are becoming the leading of Facebook ads and one the most important marketing strategies in the future.
Being one of the leaders of AR /VR Production in Vietnam, Marvy Co. is proud of bringing high-quality AR /VR products to many brands and ensuring the quality of the products from the interface to the user experience.
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