Tanishq builds real time customer connect via AR filter with Ventes Avenues
Tanishq undertook a one-month User Engagement campaign with Ventes Avenues recently.
Meitu, developer of top apps like Beauty Plus & Makeup Plus is exclusively represented by Ventes Avenues in India. Meitu currently has 456 Mn active users worldwide and over 25 Mn monthly active users in India.
A special AR filter was created for Tanishq to demonstrate two different jewellery items. Gesture recognition was the feature used to get a user to try both the necklaces and earrings to see which suits her the best. Once the user had downloaded the filter and tried it, she could “Pout” and the action would switch the jewellery (see below).
In one month, 4.9 Mn pictures and videos were taken, of which 2.6 Mn were unique. 75% of the pictures taken were saved on user devices. The total reach, both social media & notifications was 10 Mn+. This campaign has performed 71% better than similar campaigns.
A quote from Gaurav Midha, Head - Digital Marketing at Tanishq “Tanishq has always aimed at providing the best for our customers and this fascinating initiative is one such approach in achieving the objective. Consumers have the option of browsing through multiple jewellery pieces virtually with just one click. The real-time customer experience will definitely strengthen the retail connection between the brand and our consumers; a transformative step on how India will shop and purchase jewellery in the near future.”
Fauzan Rahim, Co-Founder Ventes Avenues, commented “We at Ventes Avenues are delighted to partner with Tanishq on this amazing campaign on the MEITU camera app in India. The focus was to deliver User Engagement using AR filters especially created basis Tanishq’s brief to us using Gesture Recognition; to entice users to virtually try the jewellery and share her look with friends/family. 4.9 Mn pictures taken is a huge feat in one month & we hope this paves the way for other brands to consider this platform.”