The overall campaign garnered 2,552,395 discussions with an outstanding 100% absolute emotion index in September, achieving 2,769,253 interactions and securing the top spot on the list of the most influential communication campaigns at that time.
As for the AR Filter minigame, according to statistical data, there were over 10,000 accesses and nearly 4,000 successfully submitted entries shared on Facebook.
Source: Abbott GrGold
The communication campaign of Abbott Grow Gold targets parents with children preparing to enter the preschool stage, with the main theme revolving around the message "Because My Child Is Number 1." The campaign emphasizes love and the growth of each child based on their unique personalities and interests. This is manifested through the AR Filter minigame, where children can choose their favorite items, subjects, and games. Subsequently, mothers capture photos of their children within the created frames and share the images on their personal Facebook pages, accompanied by the program's hashtag, to receive attractive gifts from Abbott Grow Gold.
Source: Abbott Grow Gold
The gameplay is designed to be simple, fun, and suitable for preschoolers, with parents easily guiding and assisting their children in selecting their favorite items. Detailed instructions enable parents to accompany their children in choosing courses and games based on their interests. The courses, games, and items are beautifully designed, fun, and feature the predominant colors and iconic image of the tall deer character from Abbott Grow Gold.
After accessing the microsite and providing information through the instructional form, mothers can guide their children to participate in the AR Filter "Showcasing Big Smart Little Differences, Ready to Have Fun with Preschool" with the following steps:
Steps to participate in the "Vi con la so 1" challenge
In summary, applying AR Face Filter enhances the excitement and uniqueness of Abbott's current campaign, coupled with attractive prizes, attracting thousands of parents to participate. The "Showcasing Big Smart Little Differences, Ready to Have Fun with Preschool" campaign not only positioned Abbott at the top of the most outstanding communication campaigns in September but also marked the brand's impressive transition in applying AR technology.
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