Purchasing makeup online and instilling confidence in her purchases is one of the biggest barriers to online beauty shopping. Augmented reality try-on has been available to date, but has been historically difficult to scale and tie in to other components of a holistic user journey (media, e-comm, CRM). Our goal was to create a seamless user experience, starting at highly targeted creator content showcasing 5 unique Spring '18 COVERGIRL looks, through a first-of-its-kind mobile web based live cosmetic try-on experience, and through a single click add-to-cart with our partner, Walmart.

We worked with 5 CoverGirl influencers to create highly targeted, look-specific video media for distribution on Facebook and Pinterest over a 5-week highly targeted media campaign. Each video featured one makeup look, with step by step tutorials on how to achieve them as well as an overview of the web try-on experience. We wanted to create "AR for Everyone" by developing the first large scale, mobile web ready live try on with 5 looks available at a single click without the need to install or open a native mobile app, and worked closely with our tech and R&D partners to port existing COTY AR technology to a low footprint web experience for late model iOS and Android devices. To create a clean purchase path we partnered with Walmart to package hero SKUs for each look with a single click add-to-basket and purchase on Walmart.com.

Engagement rates with media superseded industry averages

Campaign ER overall is 7.06%

Facebook and Instagram’s ER combined is 13.89% Landing page rate for the entire campaign is 75%, which shows a 25% drop off rate from the ads

Industry average drop off rate is anywhere from 60-80%, showing that our advertising was reaching and engaging with more quality users

68% of total users who landed on the page engaged with the camera and went to try on

On average, users spent 3 minutes on the site to play with the looks and purchase products throughout the journey

The average person reached through Facebook came back to the site to play with the looks twice

Engagement rate was 80%, bounce rate was 20% (these numbers are usually inverted)

12,484,777 impressions

Traffic to walmart.com around these specific products increased by 99% in the first 3 weeks of the 5-week run.