Case Study: Teads & Intarget’s Augmented Reality (AR) Campaign Elevates Marcolin’s Guess Brand in Five Countries

In partnership with Aryel, Teads partned with Marcolin on an Augmented Reality (AR) campaign GUESS Eyewear which significantly exceeding engagement and average time spent benchmarks.

• Campaign spanned Italy, Spain, France, the United States and Germany with a remarkably high 19-second average dwell time
• Virtual try-on engagement rate increased by over 44% with 3D engagement rate increasing by over 13.3%, compared to Teads’ benchmark
• Formats included a classic AR with Try-On feature [try the demo] and video with Endcard AR feature [try the demo]

Teads is excited to share the results of its first AR campaign for Marcolin, a leading company in the eyewear industry. The AR Try On formats created for Marcolin Eyewear’s innovative Guess Augmented Reality (AR) campaign achieved more than just high engagement rates – they were instrumental in brand penetration.

The campaign utilized formats created during an innovative innovation session dedicated to the development of AR formats. The objective was to generate high levels of awareness with strong engagement rates for GUESS Eyewear products among users aged 18 to 34 interested in fashion, design, and eyewear. The campaign, planned by Intarget, ran between May and June 2023 in five different countries: Italy, Spain, France, the USA, and Germany. 

Planned by Intarget and launched across five countries, this campaign revolved around the new GUESS?, Inc. collection and harnessed the potential of Teads’ Studio Teams in collaboration with Aryel to create immersive AR creatives that redefined user engagement.

The interactive nature of AR Try Ons not only enhances customer engagement but also offers a fun, convenient way for shoppers to virtually try on eyewear, right from their homes. This innovative approach is perfect for the holiday rush, allowing customers to explore and experience products in a new and exciting way, ultimately driving higher engagement and sales.

The results speak for themselves:

• 44% higher VTO Engagement Rate vs. Teads Benchmark
• 13.3% higher 3D Engagement Rate vs. Teads Benchmark
• 19 seconds of Average Dwell Time

Jonathan Lewis, Global Head of Teads Studio said: “At Teads, we are constantly innovating to leverage the power of creativity in driving business outcomes. Our first AR campaign for Marcolin, in partnership with Aryel and Intarget, is a testament to our commitment to technology in enabling brands to establish a more impactful connection with consumers at every stage of the funnel.” 

Overall, in the five countries, the campaign achieved significant results. The 3D Engagement Rate surpassed Teads’ benchmarks by 13.3%. Furthermore, the Virtual Try-On Engagement Rate exceeded Teads’ benchmarks by 44%, indicating a significant interest in virtual product experimentation. The average dwell time was also higher than Teads’ benchmarks, with an average of 19 seconds, a remarkable figure when compared to the average viewability rate.

The Marcolin Brand Communications Team, responsible for the strategic planning of the campaign, added: “This campaign was aimed at a young audience, and we ensured that the product was presented in a manner suitable for the consumption dynamics most representative of this audience. In the vast online world, where the quantity of content is immense, standing out is essential to capture attention and generate interactions. In this case, I can assert that creative optimization was highly effective. The placement within Teads’ slow media environment yielded excellent results, considering the number of seconds collected on the ad unit. We are pleased with this outcome and hope to continue in this direction for future campaigns.”

In Italy, the results were particularly astonishing. The engagement rate for the virtual try-on surpassed the benchmark by 60%, indicating an extraordinary interest in virtual product experimentation. Additionally, the average dwell time was significantly higher, exceeding the benchmark by +16.6%. Italy clearly achieved the best performance among all the countries included in the campaign.

Francesca Galeone, Head of Independent Agencies at Teads Italy, and Luca Aiello, Strategic Account Director for Beauty, Luxury, and Sportswear at Teads Italy, commented: “Our leadership in technological innovation has once again proven vital through the integration of cutting-edge technology elements and the provision of customized formats for every stage of the sales funnel. Thanks to this strategy, we were able to successfully focus on the top of the funnel, addressing Marcolin’s needs with solutions that generated exceptional engagement and unprecedented creative impact. AR technology has opened new doors for advertisers’ interaction with the audience, offering an innovative way to develop creative assets that seamlessly blend visuals with the product.”

Matteo Ferrari, Head of Media & Adtech Solutions at Intarget, commented: “We chose Teads for the planning of this campaign because we knew we could make a difference together and elevate regular media planning to something truly innovative. During the creative co-creation session, the Atelier, one fundamental aspect stood out: the speed at which ideas were generated and the final outputs were delivered. Often, stakeholders in the industry work in silos, slowing down production times. In this case, the approach was one of full collaboration from the project’s early stages, ensuring an integrated output with the sole objective of meeting the brand’s needs and achieving the KPIs we had set for ourselves.”

Mattia Salvi, CEO & Co-Founder of Aryel, commented: “We are thrilled with the outstanding results achieved through the collaboration between Aryel, Teads, and Intarget for Marcolin. Aryel stands out for its scalability and versatility, as highlighted by the seamless integration Teads was able to achieve in various ad combinations. Thanks to this modular approach to 3D/AR Creative solutions, ranging from pure 3D formats to 3D with Virtual Try-On and enriched videos with 3D elements, we not only give advertisers the freedom to explore different strategies but also provide the ability to adapt and customize communication based on the target audience. An aspect that deserves special emphasis is the in-banner implementation, which ensured immediate and uninterrupted user engagement while maintaining optimal loading times. This feature is crucial for sustaining user engagement and ensuring a smooth and immersive experience from start to finish.”

Read the coverage in Adweek. Ready to create your own AR campaign? Let’s chat!