"What are you on a map?" AR effect Зырянов Богдан
This work
in other
nominations
Use of Media
Task
Our goal was to test Instagram's new AR-tool and increase brand awareness at the same time.
Ideas and solutions
In a nutshell: we made a funny Instagram mask and brought the client 10 M organic reach for 0 rubles. But how, one might ask? When creating our AR effect (mask), we considered two things: 1) Yandex.Maps' current SMM strategy which involves humour that is associated with funny toponyms; 2) understanding that the funnier the mask is, the more viral it will be. When we were creating our AR-effect (February 2020), there was a rising trend on randomizer masks on Instagram. We adapted this idea for our brand in a fun and playful way. The agency's employees and the client's team posted their first stories with a mask to their accounts on the same day that Facebook approved the AR effect. We also announced it across Maps' social media pages. In the evening of the same day, TJ co-founder Nikita Likhachev discovered the mask and published it to his stories. Incidentally, his randomizer picked a symbolic name of the village Likhachi which is synonymous with this surname. Then the mask was noticed by Russia's #1 tech blogger Wylsacom who also published it to his stories. In total, the AR-effect gained nearly 10 million in organic reach just under one month. And yes, we spent 0 rubles on promotion.
