- L’Oréal has big plans for AR.
- Gwyneth Paltrow’s Head of Partnerships at Goop fooled the world and let 24 brands sponsor her wedding. Not a good move.
- Tappable offers many uses for dynamic Stories beyond Instagram and Facebook.
L’Oréal Uses Augmented Reality (AR) to Showcase Products
Increasing conversion rates and session time can be challenging for brands with a significant market share.
How do you keep excelling and entice new audience members who haven’t bought your products yet?
L’Oréal found a way.
After acquiring ModiFace, an AR beauty company, they’ve been developing new VR projects every day. They’ve deployed 120.
The most significant project L’Oréal created by utilizing ModiFace technology was allowing potential customers to test out different products on their faces using their phone cameras.
This is the essence of what augmented reality and VR stand for, and L’Oréal definitely know how to use it to get ahead.
Their conversion rates have tripled, but it wasn’t enough to offer ModiFace tech on their site.
L’Oréal had to look further and expand by allowing users to access their technology through social networks like Facebook and shopping sites like Amazon.
Because it’s responsible for over 50% of L’Oréal product searches. It’d seem like a waste not to incorporate AR into the listings people are already looking at.
It’s not only conversion rates that have improved. People are also spending much more time interacting with the brand and testing out different looks.
L’Oreal successfully realized that the main obstacle to buying products was not knowing what they will look like in reality. Once they’d solved that problem with AR, they were good to go.
However, they are planning much more ambitious projects.
In addition to Foundation Finder that helps women find the right tone for their foundation, L’Oréal’s team is also planning to improve their skin and hair condition diagnostics.
This may be one brand’s story, but since they’ve made their technology open source and partnered with social networks to expand their reach and improve their AR tech, it’s a good indicator of what we can expect.
The lines between brand building and transactional platforms are blurring incredibly fast, but consumers love it.
There’s no way around it: L’Oréal’s tech is one of the most significant advances in the AR space since Pokémon Go.
Source: The Drum
Lying about Wedding Sponsorships: Not a Good Idea
Marissa Fuchs, the Head of Partnerships at Gwyneth Paltrow’s enormously successful lifestyle company Goop, is not just a manager. She’s an influencer with over 200,000 followers.
As an influencer, she’s frequently contacted by brands who want to work with her. This is standard scenario and the majority of folks don’t have anything against it.
However, Fuchs fooled her followers into thinking that her fiancé whisked her away to France where she got engaged and married within two days in what resembled a modern-day fairytale.
It was all oh so spontaneous – or so it seemed.
The Atlantic dug into the too-good-to-be-true story behind her wedding and found out that Fuchs’s fiancé had prepared a marketing deck he had pitched to brands prior to the fantasy. The itinerary was outlined, and so were Instagram post templates.
So much for a spontaneous fantasy.
Ultimately, Fuchs tagged 24 brands in her Instagram Stories posts.
While this is not uncommon (celebrities and influencers have always profited from their weddings, mainly by selling photos), what rubbed people the wrong way was that Marissa Fuchs made them all believe it was spontaneous and authentic.
The verdict came in: manipulating emotional engagement to commercialize a personal event was blatantly deceptive.
Fuchs’ partner claimed that she had no knowledge of the scheme prepared by their advertising industry friend. Allegedly, she hadn’t received payment for the posts, either. Everything was supposedly done on a gifting basis, but it still poses the question of transparency.
This scandal may have also undermined the already declining trust in influencers, and it’s certainly not going to reflect well on any of the brands involved with the wedding (including Goop where Fuchs works).
Fuchs’ stunt opens an entirely new point of discussion: where do we draw the line between our private social media presence and the interests of our employer?
Source: The Drum
Tappable Celebrates VanMoof’s Electrical Bikes
Here at Tappable HQ, we’re big fans of the Dutch electrical bike manufacturer VanMoof.
They’ve come a long way from 2009 when they were originally founded.
Today, the sell bikes in every major city in the world, and they’ve recently launched their S2 bike.
It seemed like a good excuse to share our admiration for their work. In Story format, of course.
The Story zooms in on the features, but it also shows ride quality, allowing the potential customer to completely immerse himself or herself in the experience.
VanMoof could also choose between different Call-to-Actions:
- Invite users to make a test ride appointment
- Download the app
- Get a $800 coupon
- Connect to the shop and buy a VanMoof bike
The Tappable Story want farther than any other social media story. It makes for a perfect landing page for your social media ads.
Additionally, a Story like this is a mini website. You can share the links on every single platform; from Twitter to emails.
Tappable Stories even take up more space on Google thanks to their first page preview, giving you the much needed search engine visibility.
Tappable Stories are a great way of putting your product in the spotlight, so make sure you sign up for early access on Tappable.co
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