Columnist Network: Add AR to Your Back-to-School Toolbox

Editor’s note: This column is part of a series with Snap on augmented reality. Below, Adam Katzenback, head of creative strategy, explains how an AR strategy can deepen consumer engagement and loyalty through difficult financial periods and beyond. The 2022 back-to-school season is here, and so is the perfect opportunity for brands to prove their value to students and parents alike. This year, as inflation continues to rise, households are having to make tough economic decisions. But despite the fact that one in three households is in a worse financial position heading into this school year, they are still expected to spend 8% more per student, bringing the back-to-school estimated market value to $34.4 billion this year. With brands battling the same economic headwinds as their consumers, common sense may tell them to reduce marketing spend to help buoy their bottom line. However, research shows that brands that maintained or grew their ad spend increased sales and market share during and after poor economic conditions. This makes this back-to-school season the perfect time for brands to be not just useful to their customers, but entertaining too. Whether through branded content or immersive experiences like AR, mobile is the place for brands to take advantage of this opportunity. As of 2022, shopping on mobile phones increased, proving that these devices have become the gateway to commerce. Inflation Is Schooling Back-to-School Shopping Budgets According to a new report from Common Sense Media, teens spend approximately 1.5 hours per day on social media. For brands looking to build strong relationships with a Gen Z and Alpha audience, an augmented reality strategy that increases consumer engagement is a great way to start. With six in 10 parents saying their children are influenced by social media, reaching school-aged mobile users on platforms where they spend a lot of time is key to developing loyalty and increasing the desirability of your brand, taking your advertised product from “want” to “need.” This season, Post-it partnered with Snapchat in a recently released AR lens experience, which centered around tapping into positivity and creativity to spark motivation and inspiration to achieve goals, starting with writing down your ideas. With Post-it looking to connect with students in a meaningful way, Snapchat’s reach among Gen Z and the platform’s ability to tap into individual creativity via AR made the collaboration work. This kind of shoppable content through AR is only the start. Brands are taking immersive experiences a step further by providing consumers with virtual try-on, which enables students to share looks with friends while bringing your brand top of mind during peak buying season. Last year, American Eagle launched their “Future Together, Jeans Forever” campaign. Snapchatters could use the camera to virtually try on select pieces by simply taking a photo. The items were then virtually adjusted in real-time to fit different sizes, and Snapchatters were able to not only share their looks with friends but also buy products directly in the app. This past year has seen many large corporations join the race to provide immersive, inclusive and useful AR-powered virtual try-on solutions for their customers across shopping seasons, and for good reason. A 2021 Shopify study found that implementing AR visualization technology resulted in a 40% reduction in returns. From Amazon’s new feature, which allows shoppers to use their mobile phone camera to visualize how a new pair of shoes will look, to Walmart’s acquisition of Zeekit, and subsequent launch of their Choose My Model tool. As students get ready for the fall, it’s no surprise that brands are in fierce competition to grab the attention of their back-to-school audience. While this presents an incredible near-term opportunity for the school year, defining your brand’s AR strategy pays off in the long term by keeping you ahead of the game. Snapchat AR Lenses Unlock HBO’s House of the Dragon

Columnist Network

As Students Get Ready for Fall, Add AR to Your Back-to-School Toolbox

Social media on mobile is a gateway to your target audience

Adam Katzenback

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Adam Katzenback