Christian Dior sees strong results from virtual try-on campaign
The ability to virtually try on clothes, beauty products, jewelry and other fashion accessories is of strong appeal to consumers - enabling them to try before they buy without having to go into a retail store. We’ve cataloged many examples of virtual try on, and now luxury house Christian Dior has entered the mix.
The brand worked with Perfect Corp. and Teads to launch an in-ad VTO experience enabling consumers to try on earrings. The effort generated some positive results, including
43% increase in advertising recall
62% increase in brand linkage
36% lift in purchase intent
As part of its “Rose des Vents” campaign, Christian Dior Couture experimented with a virtual try-on (VTO) format in four markets including the United States, South Korea, Hong Kong and Japan. The experience was developed through a collaboration between Perfect Corp. and global media platform Teads and allowed consumers to try on earrings virtually on their smartphones without leaving a publisher’s website.
“The earrings they were using retailed between $5,000 and $15,000,” said Rachid Ait Addi, senior vice president of strategic accounts at Teads. “The ad experience and user experience needed to be excellent.”
Full story at Marketing Dive.
