To promote its iconic Emily bag, The Kooples amplified a phygital activation using Augmented Reality, video content and in-store Snapcodes.

THE STORY

Renowned ready-to-wear brand The Kooples has always demonstrated its willingness to innovate and stay at the forefront of digital trends.

Aware of the power of augmented reality (AR) and keen to offer a unique experience to its customers, The Kooples has partnered with Snapchat to test this technology.

Leveraging Snapchat's massive and engaged audience, The Kooples was able to offer users an immersive experience using sponsored lenses, enabling them to virtually try on Emily's models directly from home.

THE SOLUTION

In order to maximize the experience's visibility, the distribution strategy was designed to be global. In the Snapchat application first of all, with media coverage of the experience both directly in the camera and in Stories thanks to the Snap Ads to AR format.

Then, the experience was relayed on many of the brand's other communication media, such as the newsletter and other social networks. Finally, the Snapcodes were printed and displayed in the shelves and windows of The Kooples stores.

THE RESULTS

This strategy allowed The Kooples to highlight the unique features of its Emily handbags, generate excitement among consumers, and facilitate their purchasing process by allowing them to explore the products directly from the Snapchat app. On average, users spent over 12 seconds on the lens, resulting in a 14-points increase in ad recall compared to those who did not see the experience. Another remarkable element is that the Lens generated an incremental coverage of 53 points compared to formats broadcast in the stories and discover. It's a win for the brand, which will undoubtedly repeat this type of project in the future!