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  • Wavemaker Global
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  • Wavemaker Romania
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  • Wavemaker Spain
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  • Wavemaker Austria
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  • Wavemaker Thailand
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  • Wavemaker Slovakia
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  • Wavemaker USA
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  • Wavemaker Italy
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  • Wavemaker Netherlands
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  • Wavemaker Sweden
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  • Wavemaker France
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  • Wavemaker Norway
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  • Wavemaker Ireland
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  • Wavemaker Canada
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  • Wavemaker Turkey
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Wavemaker Switzerland

YouTube Virtual Try-on

Kunde

L'Oréal

Markt

Schweiz

Positive Provocation

Maybelline NY und die allererste VTO-Kampagne, die in der Schweiz auf YouTube lief.

Teilen
Ergebnis
Unser Ansatz
01.
Herausforderung

Bei unserer täglichen Arbeit bei Wavemaker hinterfragen wir ständig den Status Quo. Dies treibt Innovationen für unsere Kunden voran und baut Wissen und Expertise für uns als Agentur auf. Oft müssen wir in der Lage sein, neue Produkte oder neue Anzeigenformate auszuprobieren. Sobald YouTube die Virtual Try On Beta in der Schweiz zur Nutzung freugegeben hatte, haben wir sie für eine der der L’Oréal-Marken getestet.

02.
Einblick & Strategie

Für die Einführung des neuen Superstay Vinyl Ink-Lippenstifts suchte Maybelline NY nach Möglichkeiten, die Markenwirkung zu steigern und die Produktakzeptanz auf verschiedenen Social-Media-Plattformen zu steigern. Wir wussten, dass YouTube ein grossartiger Kanal zur Sensibilisierung ist. So wollten wir dieses Mal mit Hilfe der neu eingeführten AR-Funktion auch seine Fähigkeit testen, die Kaufbereitschaft zu steigern.

03.
Aktivierung

Wir haben TrueView-Werbekampagnen mit 15-Sekunden-Videos eingerichtet, unter denen ein erweitertes AR-Panel mit mehreren Lippenstifttönen angezeigt wurde. Der Benutzer hatte die Möglichkeit, zwischen Farbtönen zu navigieren und sie mit einem Modelbild anzuprobieren, oder seinen Lieblingston direkt selbst mit AR in der Kamera auszuprobieren.

Die Dauer der Kampagne betrug fünf Wochen.

Ergebnis

Die VTO-Kampagnen von Maybelline erzielten durchweg überdurchschnittliche Ergebnisse. Je länger die Kampagnen liefen, desto besser war die Performance – die Optimierung per Algorithmus zeigte Wirkung.

212'598
AR Forward Sessions
6.8 Sek.
Avg. AR Active Time

Best Cases

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