AR Adverts Helped Marcolin Promote Eyewear With Attempt-On Function

To advertise its Guess Eyewear assortment, eyewear group Marcolin not too long ago labored with AR firm Aryel, digital advertising company Intarget and media platform Teads for a marketing campaign that ran in Spain, France, Italy, Germany and the U.S. from Might to June.

The marketing campaign featured two AR-supported advert codecs. One allowed folks to view a pair of Guess sun shades in 3D and check out them on in augmented actuality, whereas the opposite featured a promotional video adopted by the identical 3D and AR try-on expertise.

“This marketing campaign was geared toward a younger viewers, and we ensured that the product was introduced in a way appropriate for the consumption dynamics most consultant of this viewers,” a Marcolin spokesperson instructed Adweek. “Within the huge on-line world, the place the amount of content material is immense, standing out is crucial to seize consideration and generate interactions. … The location inside Teads’ media surroundings yielded glorious outcomes, contemplating the variety of seconds collected on the advert unit.”

In keeping with Teads, the marketing campaign improved model consciousness throughout all KPIs and noticed a 19-second common dwell time. The digital try-on engagement price elevated by greater than 44%, and the 3D engagement price elevated by greater than 13.3%, when in comparison with Teads’ benchmark.

The outcomes have been particularly optimistic in Italy, the place the engagement price for the digital try-on expertise surpassed Teads’ benchmark by 60%, and the typical dwell time exceeded the benchmark by 16.6%.

“Our first AR marketing campaign for Marcolin, in partnership with Aryel and Intarget, is a testomony to our dedication to expertise in enabling manufacturers to ascertain a extra impactful reference to customers at each stage of the funnel,” mentioned Jonathan Lewis, international head of Teads Studio.