Oh, Snap: Transitions®
In 2018, we introduced Transitions to the Snapchat Custom Lens. It was the perfect marriage of tech and specs.
Our work in support of the Snapchat Lens initiative was some of the first to integrate Transitions’ new brand ID and story both online and through social channels. The result was one of the most successful trade promotions Transitions lenses had ever seen.
The Virtual Try-On.
The recommendation of an eye care professional and proper product demonstration are the most important factors impacting sales of Transitions® light intelligent lenses™. Though the agency has developed a number of interactive product demonstrators currently in use, we hadn’t created one for the social space.
When Snapchat introduced its Custom Lens, we immediately began brainstorming ways to leverage the fun, immersive technology to demonstrate the full capability of Transitions lenses. Transitions, in turn, created an interactive experience that allowed users to virtually try on the lenses under a variety of lighting conditions, which effectively demonstrated the product’s ability to lighten and darken as ambient light changes.
Focusing On The Trade Launch.
The mass distribution of a promotional product kit was central to a successful trade launch. A sales sheet, point of sale displays and promotional items were among those developed to merchandise the program and distribute the Snapcode to participating eye care professionals.
It was a hit. Such a huge hit, in fact, that the promotion had to be prematurely suspended when our fulfillment partner ran out of kits after a flood of requests for the custom Transitions Snapchat Lens (with accompanying support and display materials).
We recorded nearly 5,000 sessions on the website, with an average time on site of nearly two minutes. That, coupled with the distribution of all 2,000 kits, told the tale of what can happen when innovation meets collaboration, sound strategic thinking and creativity.
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