Category E01. Social Commerce
Idea Creation SNAP London, UNITED KINGDOM
Idea Creation 2 WANNABY Minsk, BELARUS
Media Placement SNAP London, UNITED KINGDOM
Production SNAP London, UNITED KINGDOM
Production 2 WANNABY Minsk, BELARUS
Name Company Position
Salome Jestin Snapchat Senior Creative Strategist
Joachim Piry Snapchat Creative Production Manager
Vira Melnychenko Snapchat Production Manager
Anton Autushka Wannaby Head of Engineering
Alexander Sologub, Aleksey Ropan, Andrey Luzan Wannaby R&D Engineers
Uladzislau Babitski, Andrei Kasinski, Andrey Urbanovich Wannaby 3D Artists


When you go to a Gucci store, you also go there for the products, the brand but also for the experience, because it's pleasant to be in those stores. So when lockdown has knocked, how to launch new products and still engage people with the same pleasant experience.

Describe the strategy

Trying on a new pair of luxury shoes is traditionally an exclusive and exciting experience. However, with the world on lockdown launching new luxury footwear is a huge challenge. Gucci were able to navigate this by employing new machine learning technology to create a luxury try on experience that felt exclusive but that could be accessed by everyone. By launching this experience on Snapchat they were able to tap into the scaled behavior of AR usage, and the close friends networks that exist on the platform. In doing so they drove awareness and advocacy at scale, as well as sales. Launching a digital / virtual shoe is the opportunity to have as many people as we want to have a try. And way more that we could have in stores. We targeted 9 countries directly in the camera with 2 versions 1 for male and 1 for female.

Describe the execution

May / June 2020 a launch entirely digital on Snapchat Lens in carroussel - snapchat camera Snap Ads to AR to swipe up and unlock the experience 9 countries activated

List the results

Reach : 18,9M Lens Playtime : 24,01 sec Attachement Playtime (swipe up from the Snap Ad to play with the AR experience) : 40,79sec POSITIVE ROAS