| Title | GUCCI - AR SHOE TRY-ON |
| Brand | KERING |
| Product/Service | GUCCI |
| Category |
E01. Social Commerce |
|
Entrant
|
SNAP London, UNITED KINGDOM
|
|
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
|
Credits
| 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 |
Background
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