How a campaign with Ventes Avenues helped Tanishq increase user engagement

This campaign has performed 71% better than similar campaigns

by exchange4media Staff
Published - Jun 25, 2019 1:02 PM Updated: Jun 25, 2019 1:02 PM
Tanishq

Tanishq recently undertook a one-month user engagement campaign with Ventes Avenues.

As part of the campaign, 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.

 

In one month, 4.9 million pictures and videos were taken, of which 2.6 million were unique, according to the agency. As many as 75% of the pictures taken were saved on user devices. The total reach, both social media & notifications, was 10 million+.

This campaign has performed 71% better than similar campaigns, the agency said.

Talking about the campaign, Gaurav Midha, Head- Digital Marketing at Tanishq, said, “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, added “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.”

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