By: Casha Doemland
According to the Pew Research Center, “78% of 18 to 24-year olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times a day.”
Although, let’s be real. You didn’t need a statistic to know that teens and young adults spend way too much time on their cell phone.
Large companies recognize this as well, which is why they’re taking to social media to advertise and market their products. Wayfair uses the shoppable post on Instagram, Lays get the community involved with a handful of giveaways and now, Domino’s is teaming up with Snapchat to bring users an Augmented Reality (AR) feature.
Here’s how it works. Ad agency Kabaq produced two separate images, a pair of aviator sunglasses that had a pizza in the reflection of the lens when in selfie mode, and a pepperoni pizza box when the camera is flipped that allows you to tap the screen and order a pizza right there. You never even have to leave the app, lazy Millennial or Gen Z’er!
Kabaq is a start-up company known for bringing AR food to life at the table in the restaurant or when ordering online, and they’ve worked with major companies like KFC, DipnDip Fondue, Beyond Burger and The Economist.
As far as costs go, there is a flat rate of $500,000 to reach 15 million to 20 million people while generating 40 to 60 million impressions, according to Mobile Marketer.
Additionally, the company is guaranteed to be highlighted as the first AR lens to appear when users open the app.
Originally, shoppable AR lenses were introduced in April in partnership with Adidas, beauty supplier Coty and gaming company King and STX entertainment. Nike even sold out of an Air Jordan sneaker within an astounding 23 minutes.
According to Nielsen Catalina, “the campaigns seem to work. The measurement company—which recently expanded its partnership with Snap for increased ad-targeting—measured 22 CPG brand campaigns and found an average sales life of 10 percent. Nielsen’s in-app polling also found that lenses increased ad awareness by 19 points while also increasing brand lift by 7 points.”
Honestly, with such a massive return on investment, it only makes sense that companies would continue to take advantage of social media marketing.
LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.
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