Say It In The Stars
During a time where events were put on hold, Chanel’s US Marketing team briefed us on finding a creative way for interactions between the client and the brand to take place.
Our answer was a celestial augmented reality experience, inspired by our Global Holiday campaign, where users could send loved ones personalized messages that were brought to life in the stars.
My Role.
Creative Strategy for the Augmented Reality Experience and Promotional Campaign
Approval Process with US Leadership and Global Artistic Direction
Project Management of Augmented Reality Production Agency
Project Management of AR Experience and Promotional Campaign from Briefing to Concept to Orchestration Development to Deliverables
Creative Assets Timeline Management
Process Development and Implementation of a US Augmented Reality Experience
Orchestration
Full AR Customer Journey (User Generated Content and Pre-Populated Message Options with Moderator System)
Chanel.com (Landing Page, Site Placements, Lightboxes)
CRM (Launch Email, Email to Share Experience with a Friend)
Paid Social (Instagram, Facebook, Twitter, and Snapchat Static and Video Posts, Instagram Video Story)
Performance
77 %
Average Recipient Complexion Rate
1.24X
Average Times Recipients Opened Their Message
15-30S
Time Spent in AR for 75%+ Users
1:1 messaging enabled an exchange of genuine emotion between clients, taking place through the brand. It turned the brand and the Global creative into a “platform” on which people could connect. A surprise and delight for the customer insights team was the finding of 10+ marriage proposals.