Currently, media consumption is increasing exponentially with technology updates and applications in advertising and Marketing. As can be seen, in the midst of the Covid epidemic, the average number of hours spent by an average user on social media sites increased significantly, with an 87 percent increase in user time (Source: Business Today. Print).
1. Why is using AR filters effective?
Two of the key elements of any successful marketing campaign are reach and engagement. Before planning your campaign, you need to know where your target audience is - the places they travel regularly, the media they use, the people they follow, their tastes and interests, etc You can have compelling content, but if you don't plan well to reach your target group, your marketing content will not meet its purpose.
While social media platforms can promise you the reach your campaigns need, how effective they are is often difficult to determine. Campaigns containing graphic content such as images, gifs or videos often attract the attention and interaction of more users, but with the proliferation of millions of marketing campaigns at the same time and edge This form has gradually become trivial and boring. However, with AR filters, users spend an average of 75 seconds interacting; 4 times higher than a regular promotional video (Source: bit.ly/2KrdNku).
Although the promotional videos are invested a huge amount of money, it is still not certain that customers who watch the video can recognize the message content that the campaign is trying to convey. On the other hand, AR filters allow brands to send messages to customers through direct interaction. Users must directly pose, adjust different face angles, take photo styles and post them on social networks when using the filter. A test result of Taco Bell in 2016 showed that users spent up to 24 seconds trying out the Taco Bell filter before taking a photo (Source: bit.ly/38oBfXz).
2. How can AR filters be applied in marketing campaigns?
a. Makeup Filters
AR filters allow people to "try out" a variety of lipstick colors, blushes, eye colors, and fake eyelashes before making a purchase. More specifically, they do not have to go directly to the store but can use the filter at home. This will be a great advantage for cosmetic brands when launching new products; The brands not only save production costs for customers to try them out in stores, but also help boost online sales.
One of the campaigns that has exploited the AR filter extremely effectively with this try-on feature is WE Makeup. The cosmetics brand established in Italy has had a very successful new lipstick launch campaign despite the rampage of Covid-19 in this country in the first half of 2020. More specifically, WE Makeup has created an AR filter on Facebook's Spark AR platform, allowing customers to try on lipstick colors, find the best color and make purchases quickly. The promotional video of the campaign revolves around using filters and encouraging customers to try through filters to find the right product. The campaign was a huge success, with 53% higher CTR (click through-rate) than the Facebook average, a 28% increase in brand revenue.
b. Filter festival theme
Coca Cola has breathed fresh air into its marketing campaign at Christmas 2019 with AR Filter on Instagram. The world's largest beverage brand created a filter that uses its mascot - a polar bear holding a bottle of coca and dancing wherever the user uses his phone and turns on the filter. up. Instagram followers of Coca Cola took a picture with the bear and shared it on their Instagram, creating a huge hit for the brand
c. Filter with game theme
When users do not know or trust a brand enough, they will not use filters related to that brand in photos shared on their social networks. Sony Pictures overcame this barrier by creating a compelling game based on the famous MIB series. Players will turn on the camera and search for alien monsters hidden in their rooms in AR format. They can also invite more friends to join them so they can win the game more quickly. This is not only a way to promote MIB's upcoming movie, but also a way that Sony used to stimulate audiences to remember more of their studio.
d. Fashion and lifestyle of the brand
With the fiercely competitive nature of the fashion market, brands often have to constantly launch new branding campaigns to build a foothold.The challenge comes when fashion brands' campaigns are often repetitive, similar and non-disruptive, boring, and not getting the desired amount of engagement from the customer. AR Filter is the ideal solution to overcome these challenges. Take for example the brand RayBan sunglasses, they created a fun AR Filter that allows the user to wear an elk and any RayBan sunglasses that the filter feels is the most suitable for their face.
Similarly, the Gucci brand creates a filter to help users conceal the defects on the face, and is wearing a crown with Gucci's logo.
The Prada, on the other hand, leverages AR Filters as a question-answer. Users use filters to discover suggestions about their personalities, feel closer to the brand.
e. Try products with AR technology
Currently, not only fashion brands using AR technology but also gemstones, cosmetics, glasses, ... are applying this advanced technology. This is a marketing method applied by many big fashion brands in the world such as Gucci, Louis Vuitton, Jacquemus ...
f. Send messages via Filter TikTok
Dettol and Lifebuoy started the #HandWashChallenge and #LifebuoyKarona campaigns, which in turn asked Tik Tok users to participate in the COVID awareness campaign with their hand-washing video tutorials.
This movement not only received enthusiastic response from Tik Tok users, but also celebrities, attracting millions of participants and sharing, creating a huge buzz for Delott and Lifebuoy. The campaign not only helped the two brands increase sales but also improve users' awareness of the importance of hand washing and cleaning during the Covid season.