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  • Khang Bui

Factors That Determine The Quality Of An AR Filter

Compared to common media marketing campaigns, it can be said that AR Filter is a "newbie" in Vietnam, but with the development of technology, AR Filter is gradually appearing in many brands in marketing campaigns. So, what factors determine the quality of an AR Filter that succeeds in marketing campaigns to Brands?.

 What is AR Filter?

AR Filter is commonly known for 2 popular forms.

1. AR Interactive Filter:

This kind is the filter that changes the surrounding space or adds images to the users' faces such as lipstick, eyeliner, glasses, and hats ... as well as display interactive items such as text, animation effects, etc. This is the type we often see on social media, especially on Facebook and Instagram, and often used to increase interaction between brands and audiences.

2. AR Game Filter: 

Sử dụng các tính năng Face Tracking, Hand Tracking, Head Movement, ... trong Spark AR Studio để tạo nên các gameplay thú vị. Cũng giống như filter chụp ảnh, bạn vẫn có thể chụp hoặc quay lại khoảnh khắc chơi game để chia sẻ với bạn bè.


And to evaluate the quality of an AR Filter, the following factors should be considered:

  1. Filter can convey the message

The message is the most important factor that makes the success of any marketing campaign. The more the message conveys the values ​​that cause positive effects on the perception and emotions of the viewers, the easier Brand Awareness can be increased.

Messages in AR Filter are often expressed in short, easy-to-remember words or through images, animations, etc., which can be conveyed implicitly to create mystery and attraction, even a bit of art. 

In Downy's Facebook AR Filter in the AR game "Lá chắn chống khuẩn mới" (New Anti-Bacterial Downy Shield), the player's face will be recognized and added to a character. Players only need to tilt their heads up and down to control the shield to kick the bacteria.

Within a short playing time, the elements appearing in the game are enough to tell us about the antibacterial ability of the new Downy brand's detergent product line.


  1. Filter is interesting

Marketing is to promote services and products in order to attract customers and increase brand recognition. Therefore, it is not surprising that Brands always spent their money on eye-catching promotional videos or novel effects, and even hire music composers to create new songs for the campaign. Emotions will drive customers to buy things that interest them. And to take advantage of this, we must choose a method that can stimulate vision and hearing which users can experience by themselves. 

Customers are too familiar with TVC, logos, and banners... so give them the opportunity to approach new forms of advertising - AR Filters. AR Filters can meet all criteria: unique, strange, and interesting thanks to the combination of two real and virtual spaces.

To attract more customers in Vietnam, in 2020 Free Fire cooperated with singer Son Tung M-TP, one of the most influential singers in Vietnamese. The idea for this campaign was to launch a game character named Skyler, inspired by Son Tung. In addition, to promoting that event, Free Fire and Marvy Co have produced an AR Filter - Skyler, so that fans of Free Fire as well as Sky (Son Tung M-TP's fans) can take selfies with their idols. Using VFX to make the Filter more attractive with small light spots and musical notes rising from the character's feet, combined with enhanced 3D graphics makes the Skyler character really appear in the real world.


  1. Filter is suitable for target customers

The ultimate goal of marketing is to attract more customers, so brands need to pay attention to who the campaign is targeting and at what age to choose the right filter. Avoid the case of causing "backfire" to the brand.


For target customers are Gen Z

As the youngest, most vibrant, dynamic and most accessible group of customers with technology, the filter should have funny, interesting, and trendy details to drive Gen Z's attention. Moreover, it is necessary to be creative. And the Filter needs to be integrated with services and products so that it is reasonable and clear. Remember to avoid making Filter too sweet and cheesy because it's not their common taste. 

Moreover, remember that we are aiming for a wide audience, they are not KOLs, or celebrities to take pictures and then post to advertise your products. The use of AR Filter is to attract people's attention and make people know about your brand, so it is necessary to design the filter so that it can be close and easy to apply in as many cases as possible.


For target customers are Baby & Mom

Brands such as diapers, powdered milk, Baby foods, etc., whose customers are breastfeeding mothers and whose product users are children and infants, when deploying campaigns using AR Filter, Brands need to use simple, easy-to-understand content and simple script and basic gameplay. Avoiding deploying Game Filters that are too complicated and require high completion. In addition, when using colors, it is necessary to avoid colors that are too dark and prioritize gentle colors that create comfort feeling.


For target customers are women

For products such as lipstick, and cosmetics... the majority of customers are women and especially lobve to take selfies. So the filter must ensure a beautiful background, and eye-catching colors and especially help users to take photos and record videos with beautiful pictures of themselves.

Not only providing useful information about the products, but AR Filter also has to give customers the feeling like they experience the product at stores, so the Filter must also use true, accurate colors with the product. For example, for a lipstick test filter, Brands need to make sure that the lipstick colors on the Filter are 95-100% the same as the color when used on real lips. If even "virtual" product quality does not create trust with customers, brand reputation will also be affected.


Combining Mini Games to reach potential customers

To get a large number of customers, the marketing method must be able to make the campaigns spread widely. Brands often apply AR Filter to discount, introduce new product campaigns, and call people to use AR Filter, then require them to share images or videos using AR filter on social media to receive rewards. Thanks to these shares, the brand has created a passive advertising source from customers' shares without having to spend a lot of money.

Campaign "Tháng hành động vì sức khỏe" from Move Free


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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.


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