When L’Oréal wanted to showcase 40 different shades of nail polish, they approached the augmented reality platform Blippar for a campaign to be featured in Vogue magazine.
Initially wanting to use QR codes, Blippar CEO Ambarish Mitra had other ideas.
Mitra knew augmented reality for marketers could provide fascinating insight.
“We thought of an idea where you don’t go to another website to try on nail varnish” explains Mitra.
“I said, how about trying nail varnish straight on your hands using augmented reality?”
L’Oréal, blown away by the proposition, accepted and threw QR codes to the curb.
The two companies partnered together and placed the campaign on page 79 of Vogue.
No one expected what happened next.
125,000 interactions, 10% of which were readers trying on all 40 different colors, imparted data that allowed L’Oréal to see the most popular color choices among readers.
“The insight they got on which colors are actually popular on people… (led to them) manufacturing those shades accordingly.”
“In that quarter, they had a 15% rise in sales because they had so much insight on what to manufacture more.”
When you consider the ad was right at the back of the magazine, its success suggests that augmented reality for marketers poses great potential.
Potential where ROI and creativity are inextricably linked.
“The second value proposition is data.”
And in an ecosystem where brands increasingly need every penny accounted for, augmented reality for marketers will allow brands to do just that.
Mitra explains that Blippar can provide real value to brands in this sense.
“Brands are incredibly reliant on retailers to do their job, and those brands have no idea what happens to their products once they leave the factory. With Blippar they can now get a better idea of that.”
This is especially the case in print media. Where until now, tracking campaign success in more depth than top line sales has been close to impossible.