Saks Fifth Avenue
AR Filter and Promo Video to Reach Gen Z Audiences
Concept
Luxury retailer Saks sought a creative, personalized solution to reach Gen Z audiences.
While enjoying their AR background, customers could virtually try on Saks products and accessories to match their vacation mode. Users could later browse the products they tried in the Holiday Gift Guide on Yahoo. The program exceeded awareness goals, driving an impressive amount of bonus distribution and promotion for both the IG filter and Gift Guide.
Role
Art Director
Results
The IG filter and Gift Guide proved highly engaging with users, with 32% of filter impressions resulting in users spending 1:21 minutes with the Gift Guide article (125%+benchmark!)
Saks partnered with Yahoo Creative Studio to create a custom experience, leveraging our technology and reach to position themselves as retail innovators.
The campaign received more than 17.4M media impressions across social media, with content views totaling 4.9M.
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
