Saks 

 AR Filter and Promo Video to Reach Millennial and Gen Z Audiences

Saks-recapture

Role
Senior Art Director

Client
Saks

Campaign
Holiday Your Way

Type
Video, Audio, and AR

01.  The Challenge

Luxury retailer Saks sought a creative, personalized solution to reach Millennial and Gen Z audiences. 

 

02. The Solution

We designed an augmented reality (AR) selfie filter for Instagram that transported shoppers to a tropical beach, a glamorous holiday party, or a snowy ski lodge just by tilting their heads.

While enjoying their new background, customers could virtually try on Saks products and accessories to match their vacation mode and later browse those products in the Holiday Gift Guide on In The Know by Yahoo. The campaign also included promotional video executions.

By leveraging Yahoo’s technology and massive audience reach, Saks created a custom consumer experience that positioned the brand as exciting and at the forefront of retail innovation. 

The campaign received more than 17.4M media impressions across social media, with content views totaling 4.9M. 

Saks_MultiMock-red

The program exceeded awareness goals, driving an impressive amount of bonus distribution and promotion for both the IG filter and Gift Guide. 

Results

 
The campaign received more than 17.4M impressions across Yahoo and social media, with content views totaling 4.9M. 

 

 
The IG filter and Gift Guide proved highly engaging with users, with 32% of all filter impressions resulting in social actions and users spending an average 1:21 with the Gift Guide article (125%+benchmark!)

 

Press

 
Adweek: Saks, Yahoo Creative Studios Develop Interactive AR Selfie Filter for Instagram

 

 
VR World Tech: Saks/Yahoo Creative Studios approach is a lesson for brands that AR must be used alongside media.

 

Awards

 
Pressboard: Top 10 Branded Content Partnerships 2021

 

 
Brand Blazer: Winner Innovation and Excellence in Show-Stopping Creative 2022

 

Credits

 
Agency: Yahoo Creative Studio
Executive Creative Director: Brian Lightbody 

Senior Art Director: Duane Bruton
Producer: Blair Rayner

Copy Editor: Lucielle Salomon

 

Branding Projects

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