With the rollout of Lens Studio by Snapchat in December 2017 we were eager to explore how this new advertising channel. We quickly discovered that Augmented Reality was filled with potential. Traditional marketing relies on showing the audience an image or a video but it's ultimately a passive form of consumption. As you will see below, Augmented Reality invites the target audience to interact and engage with the AR object, thus leaving a lasting impression on them of the promotional message. After performing several tests of this concept, we invited Plato to utilize Augmented Reality to raise awareness about Plato in a unique and organic way.
Our goal was to make the lens as engaging and fun as possible. We identified "Werewolf" as one the most popular games in the Plato app and designed the Lens according to that specific game. After the Lens was created, next came distribution. One advantage of AR Lenses is that, one person can take a snap of them using the Lens and upload to their story and every single one of their friends on Snapchat will be able to see and use the Lens themselves. If the Lens is engaging and fun, one does not need to worry about distribution since it will be shared organically. As such after the lens was created, we shared the lens fewer than 100 times(on our influencer and media channels) and then sat back to see what would happen.
Over the lifetime of the campaign the lens was shared over 99K times...subtracting the initial 100 shares by the Fanbytes Network, that means that vast majority of the “shares” achieved were organic and thus free for our client Plato.
Utlimately the Lens we created achieved millions of views and in turn we observed our audience uploading snaps of them interacting and enjoying our Lens.
Traditional marketing campaigns focus on getting a certain promotional message in front of as many people as possible. Our AR campaigns focus on creating something immensely cool and letting our audience distribute our promotional message to their friends in a genuine and organic way.