Case Examine: Can AR Enhance New Product Consciousness? | by AR Insider | Apr, 2024

AR continues to evolve and take form. Like different tech sectors, it has spawned a number of sub-sectors that comprise an ecosystem. These embrace industrial AR, consumer VR, and AR shopping. Current alongside all of them — and overlapping to some extent — is AR marketing.

Amongst different issues, AR advertising contains sponsored AR lenses that permit customers visualize merchandise of their area. This subject — together with AR creation instruments and advert placement — may develop from $4.7 billion in 2023 to $11.8 billion in 2028 in line with ARtillery Intelligence.

Elements propelling this progress embrace model advertisers’ escalating affinity for, and recognition of, AR’s potential. Extra virtually talking, there’s an actual enterprise case. AR advertising campaigns proceed to indicate sturdy performance metrics when put next with 2D benchmarks.

How is that this coming collectively? And what are greatest practices? These questions have been tackled in a latest report by our analysis arm, ARtillery Intelligence, together with narrative evaluation, income projections, and marketing campaign case research. It joins our report excerpt sequence, with the most recent beneath.

Swiss telecom firm Swisscom needed to advertise the launch of its new “blue” line of client companies, corresponding to cell information plans. So it was intent on boosting its visibility and model fairness within the Swiss market, particularly amongst its goal customers within the under-40 demographic.

On condition that this was a brand new product within the Swiss market, the marketing campaign concerned typical reach-based (upper-funnel) advertising objectives to spice up consciousness. To attain these visibility objectives, Swisscom developed a customized Snapchat lens meant to interact customers in a model expertise.

The lens welcomed customers to Swisscom’s “blue area” — AR-based environments with interactive animations. For instance, customers may pose with blue sun shades for shareable selfies. They might additionally pose in a gamer’s chair, on a seashore, or at a live performance with numerous recording artists.

Swisscom partnered with businesses Httpool and SocialSnack to execute the lens marketing campaign. It additionally launched a companion non-skippable video advert on Snapchat Uncover that additional promoted the model and the lens. For a viral kick, customers have been additionally prompted to share the lens with associates.

And the outcomes of all of the above efforts? Swisscom was capable of obtain a 219 p.c above-average play time (a.ok.a., dwell time) for the Snapchat Lens. It additionally drove a 72 p.c share charge for captured AR experiences, and 75 p.c of video adverts ran to completion. See it in motion here.

Stepping again, what have been the marketing campaign techniques that drove this success? What are actionable takeaways for different model entrepreneurs trying to ring a bell with AR? Swisscom’s first step was selecting Snapchat to align with its millennial targets, given demographic alignment.

Right here, it leaned into AR’s power as a model consciousness medium. The know-how’s immersive depth creates lasting impressions. Swisscom additionally created selection in a number of combos of experiences to keep away from repetition. And it geo-targeted the lens for the product’s goal market.

However most of all, lenses conveyed aspirational sentiments (e.g., posing with recording artists) which boosted customers’ motivation to share captured lens experiences. The marketing campaign was additionally coupled with a promotional video, as famous, which additional amplified the publicity of the lens and the model.

That final half is a key takeaway. Typically, AR advertising succeeds when it piggybacks on established media like video. This will propel the lens’ consciousness in order that customers know what it’s (and what to do) once they see it. This made the entire higher than the sum of the marketing campaign’s components.

We’ll pause there and circle again within the subsequent AR advertising case research with extra greatest practices evaluation. In the meantime, try the full report.