Consumer electronics giant harnesses AR capability within Snapchat for its latest marketing campaign
Samsung Electronics has adopted shoppable augmented reality (AR) as part of its latest marketing efforts to launch new Galaxy devices.
The consumer technology giant this week launched a new AR-based campaign on Snapchat to support the release of its latest Galaxy Z Flip3 5G, Galaxy Watch4 and Galaxy Buds2 devices. Branded an Australian first, the campaign combines Snap’s AR try-on feature with a new AR ear and wrist tracking technology, allowing users to view and virtually try on the new smartphone, watch and earphone devices.
As well as the immersive digital experience, consumers are able to purchase the devices via a shopping button directly in-app.
Samsung Electronics head of brand marketing for mobile, Hayley Walton, said the company had already seen traction and success working with Snapchat, particularly when targeting hard-to-reach Gen Z and millennial audiences.
“We know there’s a real ‘see to believe’ wow factor with our devices. Snapchat’s AR capabilities help us bring the physical try-on experience to the digital world using the power of AR,” she stated. “This is particularly exciting during a time when many people aren’t able to access a physical store to experience the devices in real life.”
Snap Australia head of client partnerships, Clare Nash, said the Samsung campaign was an example of going beyond reaching the social media platform’s 13-24-year-old sweet spot consumer and encouraging conversion.
“AR shopping and try-on represents the future of retail here in Australia and globally. We’re delighted to be helping brands like Samsung create a fully immersive digital shopping experience, from product introduction and trial through to purchase, that can be accessed anywhere via the Snapchat camera,” she said.
The campaign launches nationally on Snapchat on 14 September and was supported by media agency, CHEP Media.
Other Australian brands to have recently employed augmented reality with Snap campaigns include fitness app, Sweat, which tapped 3D full body tracking technology to set a fresh social fitness challenge for consumers; as well as Big W, which harnessed AR to animate its toy catalogue.
Virtual reality technology has also been recently adopted by eyewear retailer, Bailey Nelson, as a mechanism to encourage consumers to try on and purchase glasses online. The company’s head of marketing and digital, James Kerridge, told CMO the innovation resulted in a 400 per cent increase in online sales conversion in Australia within the first few months.
You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
