Strong Bones Challenge with AR Filter “Thanh Niên Cứng Fami Canxi” on TikTok

Idea & Concept

To celebrate the launch of the new Fami Canxi product line featuring an advanced formula enriched with seaweed-sourced calcium, vitamin D3, and zinc – essential nutrients for exceptional bone health – Vinasoy Fami introduced a creative TikTok campaign. The AR Filter “Thanh Niên Cứng” was designed as a branded effect on TikTok with the hashtag challenge #FamiCanxiThanhNienCung. The campaign not only conveyed the brand’s health-focused message but also attracted a wide audience to participate and win exciting prizes.

AR Filter “ThanhNienCungFamiCanxi” on TikTok

3D Design and Animation

Based on the static 2D design provided by the client, Marvy brought the following models to life with 3D modeling, dynamic animations, and engaging sequences:

Flowerpot:

The 3D flowerpot was accurately recreated from the client’s 2D reference, matching details like the colors of the roses, soil, and pot, as well as the number of flowers. Eye-catching effects were added, including the pot falling, cracks forming from the base spreading upward, and eventually disappearing – creating a visually striking moment.

3D Model and Breaking Animation of the Flower Pot

Soybean Plant:

The soybean plant model was designed with two interactive states:

• When the player hits the pot successfully: The soybean plant sways gently, accompanied by a glowing effect at its base.

3D Model of the Soybean Plant with Gentle Swaying Animation

• When the player misses: The pot falls and crushes the plant, tilting it to one side, causing soybeans to fall off the branches, delivering a lifelike and immersive experience.

3D Model of the Soybean Plant with Breaking Animation When Hit by the Flower Pot

UX/UI Design

The “Thanh Niên Cứng” AR Filter was developed as a gamified experience, blending fun interactions with the product while subtly delivering the brand message:
“Drink two cartons of Fami Canxi daily to strengthen both body and mind, ready to tackle any unexpected challenges.”

UI Design:

• Optimized for TikTok to ensure a seamless user experience.
• Lightweight elements and sequences ensure smooth performance across all devices.
• Visually appealing interface with intuitive controls, paired with direct messaging to effectively communicate the product’s value.
• Energetic sound effects synchronized with filter movements encourage user interaction and boost engagement.

UX Design:

Step 1: Users access the AR Filter on TikTok and start the challenge with a simple tap.

Step 2: Flowerpots fall continuously, and players must punch them to score points. Successful hits trigger a glowing effect for added excitement.

Step 3:

• Success: At the end of the game, the score and a motivational winning tagline are displayed.
• Failure: Missed punches result in pots falling on the soybean plant, signaling a loss with a tagline encouraging users to retry.

Step 4: Users can record and share their gameplay on TikTok or save it to their phones, amplifying the campaign’s reach on social media.

Steps to Play the Game and Become a “Tough Youth”

Campaign Results

The “Fami Canxi Thanh Niên Cứng” AR Filter made waves on TikTok, attracting nearly 2,000 users to create and share videos publicly. Campaign-related posts quickly went viral, captivating hundreds of thousands of viewers with impressive engagement through views, comments, and likes. The enthusiastic participation of prominent TikTok KOLs elevated the campaign’s visibility, turning the AR Filter into a social media sensation.

Launching AR Filters on TikTok

With Facebook discontinuing support for AR Filters, TikTok has quickly emerged as the leading platform, unlocking new opportunities for innovative AR campaigns. Leveraging extensive experience in creating diverse AR Filters on TikTok, from communication filters to branded effects, Marvy confidently delivers unique AR solutions to make your campaign stand out. Message Marvy now to start launching your AR Filter on TikTok today!