True story: The world's first branded Instagram Augmented Reality filter that rewards its user was born out of a very silly joke. To drive footfall to 10 PUMA retail stores across Singapore, we created the #PUMANSOFSG campaign, featuring a diverse group of 6 influencers, including actors, comedians, a fitness instructor, dancer and former national footballer, each with their own unique following. And helped them transform into #PUMANSOFSG through their very own customised AR face filters on Instagram.
The campaign called on consumers to do the same - go from "HUMAN" to "PUMAN" - and get rewarded with discounts on PUMA's latest drops. This made every single AR Story not just a discount coupon, but a virtual billboard for PUMA, creating a chain of organic content, and driving customers to stores.
MARKETING INTERACTIVE / PUMA LAUNCHES #PUMANSOFSG CAMPAIGN LEVERAGING INSTAGRAM’S AR FACE FILTERSS
INSIDE RETAIL / PUMA LAUNCHES ‘PUMANS OF SINGAPORE’ CAMPAIGN ON SOCIAL MEDIA
CAMPAIGN ASIA / GET YOUR CAT FACE ON