Guess merges mobile ads, selfies to drive virtual sunglass trial
Guess is helping consumers explore its line of sunglasses on mobile via a new advertisement that asks users to snap a selfie and virtually try on different styles tailored to specific face shapes.
The social-sharing campaign was developed to help the brand effectively reach its target millennial demographic and also showcase engaging marketing in a bid to maintain loyalty and affinity. Guess and its agency partner, Mobext, teamed up with mobile advertising company Kargo to create the ?Try On? ad unit, which taps a mobile device?s camera functionality and is supported by native and video ads.
?The inspiration was to find a unique and engaging way to connect with the millennial ?fashionista? audience and virtually bring Guess products to life,? said Patricia Lopez, senior mobile specialist at Mobext, New York. ?We brainstormed and finalized the functionality of the unit internally at Mobext and then sought out partners to help execute from a build and media perspective.
?Kargo was a mobile partner when Guess first entered the space, so we partnered with them again to execute and bring our idea to life.?
Kargo?s ad unit for Guess seeks to go beyond the standard and stagnant banner ad. Once users hit a mobile site on which the unit is supported, they will spot a small banner on the top or bottom of the screen.
After clicking on the ?Tap to Explore? button, the ad opens up and presents consumers with different styles of Guess sunglasses, with an invitation to try on any style that speaks to them.
The different styles of sunglasses also indicate which face shape they typically suit best. For example, Guess?s ?Illiana? aviators are well-suited for people with square-shaped faces.
Once users click on their preferred style, the ad asks them to take a photo of themselves with their mobile device and use the zoom buttons to fit it into the allotted frame. The sunglasses are then superimposed onto the photo as a simulated image of what the consumer may look like wearing the product.
Users are then encouraged to share the photo of themselves wearing the glasses on social media using the #LoveGUESS hashtag. Select images will be aggregated onto the brand?s gallery.
Images can also be shared by simply clicking the ?Share Facebook button.?
The ad unit was an optimal way of tapping a unique angle and ensuring that millennial mobile users receive a good look at some of Guess?s products, especially as the weather turns warmer and sunglasses become an in-demand summer item.
While the unit itself does not support a click-to-purchase button, users are taken to the product page where they may complete checkout on Guess?s mobile site if they take a liking to the sunglasses.
?The main goal was to raise awareness of the styles,? Ms. Lopez said. ?The unit does drive to the Guess product page, but our main goal was to allow users to have fun with the unit and engage with the product, and for the product to then increase purchase intent.
?The Guess team has also leveraged this link in stores to enable users to experience the unit outside of an advertising environment.?
As consumers increasingly turn to their mobile devices for shopping and browsing retail items, brands should ensure that they are leveraging creative forms of advertising, such as interactive campaigns, to capture potential customers? attention and refrain from being overlooked in the sea of stationery ads (see story).
?The most unique aspect is really the functionality of the unit,? Ms. Lopez said. ?We are able to connect the user to the product seamlessly and do so in a fun and engaging manner.?
Alex Samuely is an editorial assistant on Mobile Marketer, New York