5 Steps to run a successful AR filter Campaign on Instagram for businesses

By Ritesh

Dec 30, 2020

Since Facebook launched SparkAR, it gave brands and individuals the ability to launch their own Social media Augmented Reality filters.

There has been an explosion of user-generated augmented reality filters on Instagram and Facebook. With more than 400,000 creators from 190 countries, users have published over 1.2 million AR effects on Facebook and Instagram

According to Facebook, more than 150 accounts have seen their effects generate more than 1 billion views in just the last three months.

But there are only thousands of brands who are using augmented reality filters to promote their business and are championing it as the cornerstone of their marketing strategy. 

Brands like Gucci, Starbucks, Adidas, IKEA, MAC Cosmetics, Nestle, Coca-cola have successfully launched custom Instagram filters to promote their brand and have generated millions in engagement and revenue. 

If you are someone who is looking to take advantage of this change in trends. We have put together a quick step by step guide on how to launch your own AR filter on Instagram and Snapchat.

But why should you launch an AR filter campaign in the first place?

According to Statista, people spend more than 2 hours on social media every day and according to Snapchat, over 170 million users use Augmented reality lenses on their platform daily!

Here are the top 5 reasons brands are turning to social AR experiences:

- High engagement rates

- Fast and cost-effective development

- Less competition and higher brand visibility

- The Potential of going viral

- Lets the users try before they buy

If you want to dive deeper into case studies, costs, and benefits of a successful AR filter campaign you can check out our 5 Reasons to use Augmented Reality for your next marketing campaign.

What do you want to achieve from your AR campaign?

First and foremost, you need to figure out exactly what you want to accomplish with your AR filter campaign?

To help you answer this question, ask yourself what goal or metric do you want your AR filter to achieve? 

Do you want your campaign to:

- Drive awareness about your brand via virality?

- Increase engagement & follower count?

- Drive sales to a new product by giving the user a try-before-you-buy experience?

- Act as a supplement to an existing campaign?

- Educate the user about an upcoming launch or event?

- Tell the users about the value proposition about your brand/product

- Or simply spread cheer!

The goal of your campaign will determine the avatar your filter will take. Generating traffic to your website is different than generating leads. Similarly, raising awareness is different than getting more page or website views.

You must be assertive about the goal you want to achieve through this campaign.

What type of filter do you want for your campaign?

While searching for a perfect type of AR filter for your marketing campaign you’ll come across:

  1. Mini-game filters
  2. Try-ons
  3. Image-tracking
  4. World effect
  5. Face filters
  6. Portals

All of these filters have shown a significant impact on business growth.

  1. MINI-GAME FILTER


     

    Uber Eats- A food delivering business chose to come up with a Mini-game filter on Instagram called “Eats in a Blink”. And the user who got the highest score on the game won free food for a year. This filter got 1 million players in just a week. Showing how you can link a real-world reward with an AR filter experience.

  2. TRY-ON


     

    We makeup- An Italian cosmetics brand allowed people to “try on” various shades of its lipstick through a face filter so that they could find their perfect match and purchase it instantly. 

    They also created an augmented reality specific animated video which previewed the augmented reality filter on a Facebook ad that encouraged people to try the face filter.

    We makeup saw a 28 point increase in purchases and 53% higher click-through-rate (CTR) with their AR campaign!

  3. IMAGE TRACKING

     

    OC6 AR from Oculus Connect is an annual conference, bringing together developers and creators. They deployed an AR experience for their event pass. Attendees just needed to point the filter at their pass to access important information about the event. The Filter would show them a 3D venue map that showcased important locations, keynotes and event’s timing detail.

    Image tracking can be further incorporated into business cards, restaurants menu, company’s brochure, allowing users to engage with your brand interactively.

  4. WORLD EFFECTS

     

    Starbucks Holiyay Filter is a great example of marketing with AR filters. Starbucks launched a holiday-themed effect. It allowed customers to point at the coffee cups and for each cup, a different filter would come up.

    This strategy helped Starbucks to be the talk of the town and simply position themselves as an innovative brand.

  5. FACE FILTER




    Mariemur- An exquisite lingerie and accessories brand designed a mermaid themed face filter to compliment their brand persona. The filter was an instant hit among their social media followers and were successful to boost their social media engagement.

    Face filters are used by many types of people like musicians, artists, influencers, actors, and businesses in apparel, cosmetics, retail, food and entertainment industries due to its popularity among social media users.

  6. PORTALS

 

Portals take you to a whole new world. Whether its a brands showroom, a movie plot or a rainforest. Portals are very effective in the entertainment industry.

Netflix’s Stranger Things used the 3d Portal effect on Snapchat to launch Season 2 of the series. It commuted users to the plot of the series. 

Snapchatters used the filters for 22.5 Million minutes which averages to 22 years! The campaign reached 35% of Snapchat’s global in-market audience, creating a mass impact on the Stranger Things premiere day. 

The impact of Augmented reality is huge when done right. You should always leverage and pick-up filters that perfectly aligns with your brand’s niche, target audience and campaign goals.

Launch and promote your campaign through multiple channels

Launching a filter doesn’t mean uploading the effect on Instagram or Facebook and asking users to use it once and doing nothing afterwards. The best way to have a successful launch is by doing it through multiple platforms and channels.

AR campaigns can be launched on Instagram via:

  • Story with a swipe-up link: You can only post a story with a swipe-up link if you have more than 10k followers on Instagram. If your business has just started on Instagram then you can use Instagram story ads or Branded partnership.
  • Effects tab: Effects tab is just like a news feed tab but only with a collection of filters. It's the home of your Instagram filters where your followers generally tend to look for them and can directly try the filters by tapping on the “Try it” button.
  • Story Ads: Instagram story ads can be used for promoting filters to a wider audience. This is more immersive than the feeds but not as immersive as instant experience. It is great if you are promoting something that requires high-quality visuals and quick action.
  • Branded Partnership: When you partner with a business or influencer they can promote your filters on their profile and you can see the analytics as well. It can be both paid and free partnership depending upon your marketing strategy.

On Facebook via:

  • Facebook mobile news feed ads: This ad format can be used with any type of filters but businesses generally use it with try-on filters.
  • Messenger chatbots: Chatbots are automated conversational bots used to help customers. AR filters can easily be incorporated by giving a link of the filter in the chatbot. Usually brands leverage mini-game filters in chatbots to engage its customers more often.
  • Facebook camera carousel: When your followers open facebook camera to post a story they will see your filters there. Even Instagram has this feature.
  • Facebook newsfeed: While posting on feed organically you can record a video of yourself using the filter or use a pre-recorded video and attach a “Try it” button to the post.

Other platforms via:

  • QR code: Businesses use a custom QR code that has a link attached to the filters or the web AR experience. Most businesses use it on their business cards and brochures to give their customers an immersive experience.
  • Your website with a custom link: Since SparkAR enables us to have a custom link of the filter, you can promote them on websites and other social media platforms.

Here are some hands-on resources you can use to create a successful AR filter campaign on Facebook and Instagram:

Create and publish augmented reality effects in Spark AR

Promoting and sharing AR effects

Guide to publish an AR ad

Metrics for AR ads

Keep the Call To Action clear

While starting the process to build a successful augmented reality campaign, we commenced by focusing on the goals of this campaign, and now it's time to practice it.

Whether you redirect users to your website or generate millions in engagement via a viral campaign. Whatever your campaign's purpose is, the success of your campaign is going to be inevitable if you follow the steps mentioned above and top it off with some of your own ideas.

CTA plays a major role in analysing the success of your campaign. Most of the metrics are derived from CTA. Without it, you’ll not be able to analyze your campaign properly. So it becomes very important to tell your audience what action you want them to take after using your AR effect. 

Businesses incorporate video creatives as a preview to the AR ads on the Facebook news feed, to guide users through the ad flow.

Analyze, Adjust and Re-Launch

After launching an AR campaign, its success can be measured mostly in 2-3 days. If there is an inconsistency in the performance of your campaign, chances are some aspects of it might be ineffective.

Try to keep your campaign flow as short and as easy as possible. Customers don’t like to see a 2-3 minutes long video preview and then use the AR effect and lastly take a specific action from there.

There are a lot of permutations of possible aspects that can go wrong in a campaign if it isn’t well-versed. In case, anything is not working as expected, you should analyze the campaign thoroughly and then adjust that aspect accordingly and lastly re-launch it.

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Instagram insights enable us to see useful metrics like 

  • Impressions
  • Captures
  • Shares and many more. 

The metrics on Facebook ads are even more exhaustive. Users can track:

  • Instant Experience
  • Video metrics
  • View time
  • Effects share
  • Outbound link clicks
  • Landing page views and many others.

These analytics and metrics can be significantly leveraged to understand and fine-tune the campaign for better results.

In the end, everything boils down to a proper blend of your objectives, filter concept, promotion strategy and execution.

Conclusion

To run a successful Instagram Augmented Reality campaign, you have to:

  1. Set a predefined goal for your AR filter campaign. 
  2. Make fun and playful AR filters that align with your brand and campaign goal.
  3. Launch and promote the filter via multiple-channels on Instagram and Facebook.
  4. Make a clear Call to Action for your campaign to get the best results.
  5. Analyze, Adjust and Re-launch your filter on Instagram to hit a bigger goal for your business.


Are you looking to launch your own Instagram/Facebook/Snapchat AR filter? LenzGig can help you to find, work and launch the filter in the most seemless way. Visit our homepage to learn more.

LenzGig - Launch World Class Augmented Reality Expereinces  | Product Hunt