Situation:

Traditional advertising methods are losing effectiveness, prompting a need for innovative approaches that prioritize increased engagement, emotional resonance, and interactive experiences to capture audience attention.

Brief:

Maybelline New York sought to introduce a transformative solution to engage consumers and promote their new mascara.

Objectives:

- Driving offline sales and engagement

- Boosting online sales and traffic to offline retail spots;

- Pushing sustainability;

- Establishing mainstream adoption.

The project introduces the world's largest AR mirror, offering consumers a unique and immersive experience to try on Maybelline's new mascara. This innovative approach transforms traditional advertising screens into interactive AR mirrors, revolutionizing the beauty industry's marketing strategies.

Target Audience:

Consumers seeking personalized and immersive beauty experiences, including individuals visiting Gulliver Mall in Kyiv.

Approach:

By developing an AR filter and strategically placing an AR mirror in a high-traffic location, we aimed to create an immersive and personalized experience for consumers, driving engagement and brand awareness.

Implementation:

Our team created an AR Filter that allowed consumers to try on the product. We used a 4000 square meter screen as an AR Mirror on the facade of the building. In smaller retail spaces, we introduced compact AR mirrors. We also organised an online contest with AR Filter, engaging users in creating branded content.

Timeline:

The production of the AR filter and client approval took 30 days. Creating mirrors, setting up, and testing on location took 2 days.

Placement:

AR mirrors were strategically placed on the facade of the city's main shopping center, featuring the largest screen in Europe, ensuring maximum visibility and access to a massive flow of visitors.

Scale:

For Maybelline New York, we created the world's first AR mirror of this size. The project team consisted of 4 people. The project budget was $20,000.

Business Impact:

The project achieved significant organic views and mentions, driving brand visibility and awareness. It garnered over ten mentions in the press, including coverage on ADWEEK.

Response Rate:

The project elicited a high level of consumer engagement, with over 3 million organic views and mentions.

Impressions:

The AR mirror installation generated extensive media coverage and social media impressions, contributing to heightened consumer awareness.

Change in Behavior:

The project successfully transformed traditional advertising methods into interactive and engaging experiences, prompting a shift in consumer behaviour towards immersive beauty marketing.

Consumer Awareness:

The project significantly elevated consumer awareness of Maybelline New York's new mascara, demonstrating the effectiveness of AR technology in driving brand visibility.

Brand Perception:

The project positively impacted brand perception, positioning Maybelline New York as an innovative and forward-thinking beauty brand at the forefront of AR technology adoption.