This past November, Michael Kors and Snapchat teamed up to bring the Michael Kors Access smartwatch to life using AR technology. With the goal of driving product awareness, Michael Kors created an audience-targeted augmented reality Snapchat lens that highlighted the watch’s many functionalities.
The lens transported users into the life of an on-the-go Kors customer, showcasing a variety of city-centric scenarios that demonstrated how the smartwatch makes daily life easier without sacrificing on style. The scenes included finding the fastest route to a destination through the Google Maps App, running through the park with a built-in fitness tracker and entering a glamorous party and receiving a text message from Michael Kors himself.
The Michael Kors Access Snapchat lens helped Michael Kors to achieve its main objective—raising awareness about the Michael Kors Access smartwatch. Utilizing a combination of ad products including the Lens, Snap Ads and Filters, the campaign drove a +29 point lift in product awareness, a +21 point lift in ad awareness and an +11 point lift in action intent. Additionally, the lens received over 18M impressions and earned an average playtime of 18.62 seconds, 86% above Snapchat’s luxury brand benchmark.