SAKS
AR Filter and Promo Video to Reach Gen Z Audiences
The Challenge
Luxury retailer Saks sought a creative, personalized solution to reach Millennial and Gen Z audiences.
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 by tilting their heads.
While enjoying their AR background, customers could virtually try on Saks products and accessories to match their vacation mode. Users could later browse these products they tried in the Holiday Gift Guide on In The Know by Yahoo. The campaign also included promotional videos. The program exceeded awareness goals, driving an impressive amount of bonus distribution and promotion for both the IG filter and Gift Guide.
Role
Senior Art Director
Campaign
Holiday Your Way
Type
Video, Audio, and AR
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 of 1:21 with the Gift Guide article (125%+benchmark!)
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.
The program exceeded awareness goals, driving an impressive amount of bonus distribution and promotion for both the IG filter and Gift Guide.
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
Video Producer: Blair Rayner
Copy Editor: Lucielle Salomon
