The best thing about visual media is that you can experiment a lot with them. There’s no limit to what you can do with them. Brands can try and see what works for their audience.
The coronavirus pandemic has had a large-scale impact on the world. Saying that it has changed the world will be an understatement. It has not only changed the way we work but also how we learn, interact and exist. Our personal and professional lives have seen a drastic change. We are doing things we never thought we’d do.
One of the biggest changes in our lives is the consistent use of face masks. We must wear them at all times in person. Face masks and other hygiene products have made their way into the marketing strategies of several brands.
Recently Snapchat collaborated with the American brand Off-White to launch an augmented reality (AR) Lens experience. Using this lens, users can try three different types of face masks featured by the apparel and accessories brand. Designed by the famous designer Virgil Abloh, these masks are inspired by his latest summer collection. Snapchat users can virtually try these masks on the app using filters and if they like any of them, it’s available for purchase on OffWhite.com.
Source: HTTech
The initiative aims to target several things.
- The lens will encourage Snapchat users to continue wearing face masks and stay safe. It’s just a novel method of reminding them to wear face masks.
- Users can try these masks in their selfies on Snapchat and share them further with their friends and family. Thus, sending across the message of wearing masks effectively.
- The masks can also be tried by users’ Bitmoji avatars.
Not just this, Snapchat has been using AI in its marketing and making use of Conversation Media - visual media like emojis, stickers, GIFs, and avatars to offer a personalized experience to its users. Just last month, Nickelodeon collaborated with Snapchat to tap into fan culture and bring outfits featuring some of its classic characters to Snap’s Bitmoji avatars.
Source: Mobile Marketing
Users were able to choose from among nine curated outfits. The chosen designs were displayed across Snapchat and Bitmoji. Talking about the partnership, John Imah, Head of Games & Entertainment Partnerships at Snap Inc. said:
“This partnership combines two brands that embody positivity, humor, and fun at the heart of everything they do, and we’re excited to launch a collection that caters to our Gen Z and millennial audiences who grew up with these nostalgic characters – and that is still very much loved to this day.”
Conversational AI methods can prove to be highly efficient for brands looking for innovative marketing solutions. These methods are capable of bridging the gap between consumers and brands because brands try to speak the language of consumers. The fact that Indians share at least 10 billion emojis and more than 700 million stickers, GIFs, and images on messaging apps daily, speaks volumes about their potential in marketing.
Bobble AI, is a conversational media platform in India that uses artificial intelligence to create personalized content for its users. It is one of the best platforms for Indian marketers as it offers marketing in regional conversations too and makes it super fun and relatable for people.
Users just need to download the Bobble AI keyboard and they can use fun and interesting stickers, GIFs, and emojis across messaging platforms. The idea is to share personalized media with friends and family so much that they start associating them with a particular brand or product.
Source: Bobble AI
The best thing about visual media is that you can experiment a lot with them. There’s no limit to what you can do with them. Brands can try and see what works for their audience.
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