Australian independent media agency Atomic 212° has announce that its client Clearly.com.au is the first Australian brand to utilise shoppable Augmented Reality (AR)-powered ads by Facebook with Virtual Try On (VTO) features.
Australia’s number one online optical store, Clearly.com.au officially launched the innovative new tool late last month as part of its partnership with Facebook.
The tool was introduced to Clearly.com.au as a result of Atomic 212°’s strategy work with the company, which identified a new key proposition for the brand – to recreate the in-store experience online.
AR is a popular technology for brands looking to drive online purchases in what have typically been “try before you buy” categories. Atomic 212° and Clearly.com.au worked to expand the reach of this tool by converting it to an ad in a Facebook user’s news feed.
Users who are targeted by the ad simply tap the image to launch a live AR try-on of frames, all within their Facebook feed.
A Facebook user who enables their smartphone camera can click “Try On” to see in real-time what a pair of glasses looks like on their face, and if the user likes the product, he or she can click through to the Clearly site to buy those frames or view more frames. Clearly.com.au launched its website VTO tool last year which has already proven incredibly popular.
Says Duncan Brett, general manager, Clearly.com.au: “We launched the AR try-on on our site last year and already have seen it resonate with consumers. Furthermore, by removing barriers for online optical purchases and turning the AR tool into an ad, we’re now able to reach potential customers who may not have known that virtually trying on before you buy is even an option.
“We are excited to be the first in Australia to make it easier for customers to access frames online that they know will look great in person and we’ve conducted thorough testing to ensure our customers’ experience of our AR tool is second to none.”
While Facebook announced shoppable AR-powered ads with VTO features in 2018, Clearly.com.au is the first Australian brand to use the format.
Says James Dixon, chief digital officer and partner, Atomic 212°: “It has been a pleasure for our team to work with Clearly.com.au to reposition their brand’s strategy moving forward. Bringing the VTO tool to Facebook ads in Australia is a fantastic step in positioning Clearly.com.au as Australia’s premiere online retailer in the category.”