Last fall, in a seminal move for the brand, Christian Dior’s Creative Director, Kim Jones made a foray into the high top, lace-up, rubber-soled world of skater wear. With the arrival of the house’s B27 Sneaker, the bulbous hips and corseted tailoring of CD’s inception seemed a far thing of the past. Now, Jones was embracing an urban casualness, a sporty refinement only found in the spirit of sportswear.
Dovetailing Jones’ bold pivot from what was, the Dior teamed partnered with Snapchat in the first tech partnership of its kind. Together they unveiled an AR try-on filter simulating a nuanced and realistic picture of in-store shopping. Promoted through the Snapchat Lenses Carousel and Snap Ads to AR Lens format, users were prompted to try on six pairs of B27s and then given the opportunity to purchase through app.
A marketing push that tapped the language of our times, Dior pushed into the tech territory of sought after Gen Z consumers, courting them on their own turf, making point of purchase not only novel, but seamlessly integrated into the shopping experience. Redefining the ephemeral ‘it-dom’ of concept shops and pop-ups, the B27 ad-punch turned over 3.8x the brand’s standard return on ad spend, and 6.2x that return from Snap’s Lens Carousel.
“Luxury brands build and extend a legacy. To do this, they need to be where their audience is, and if they don’t speak to them right away, they run the risk of losing them permanently,” said Snapchat’s head of luxury, Geoffrey Perez. “Considering that visual communication is at the heart of ‘Snapchat’s Generation,’ they need to talk to them now.”
Dior’s B27 sneaker is available now on dior.com
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createdAt:Mon, 05 Apr 2021 16:04:08 +0000
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