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Gucci successfully engages Snapchatters and drives sales with first ever virtual shoe try-on activation on Snap

18.9M

Unique Reach

24 seconds

Average Lens Playtime (in Carousel)

41 seconds

Average Lens Playtime (Snap Ads to AR)

Positive ROAS

The Story
To create awareness and excitement around the launch of their new sneaker collection, Gucci partnered with Snapchat to launch the first global augmented reality shoe try-on campaign on the platform.
Leveraging the power of Snap’s AR platform and newly-launched SnapML feature in Lens Studio, Gucci was able to offer Snapchatters a beautiful and realistic try-on experience for four different pairs of sneakers!
Once they had tried the sneakers, Snapchatters could go straight to product page and purchase their favorite pair of shoes, thanks to a dedicated “Shop Now” button located inside the Lens. And many Snapchatters actually used this option to purchase the sneakers right after playing with the Lens!
The Solution
To offer the best possible experience for Snapchatters, Gucci created 2 Face + World Lens combinations : 1 Lens for each gender, and two different pairs of sneakers inside each Lens.
From the Lens, Snapchatters could go straight to Gucci’s website to purchase the product online after their AR trial.
This Lens were promoted in two ways. It was first made available in the Snapchat camera. After that, it was also promoted using the Snap Ads to AR format, demonstrating how the Lens worked and encouraging Snapchatters to try the experience for themselves.
The Result
This ground breaking new AR experience was a real success for Gucci. Not only did the AR try-on experience catch many a Snapchatter’s attention, it also kept them engaged: on average, the Lens registered very strong playtimes that were above benchmarks : 24.01 seconds spent on average playing with the Lens in the Snapchat camera1, and 40.79 seconds spent on average playing the Lens after unlocking it in Snap Ads to AR1
 And this engagement also translated into sales! The shopping AR experience generated positive ROAS, as Snapchatters were purchasing the products from the app! Not bad for a campaign that was only supposed to generate awareness and engagement...

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1Snap Inc. internal data June 28-August 17, 2020