Australian independent media agency Atomic 212° is proud to announce the first Australian brand to introduce Augmented Reality (AR)-powered ads by Facebook with Virtual Try On (VTO) features in link with Clearly.com.au.
Australia’s preferred online optical store, Clearly.com.au officially launched the innovative feature 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 was identified as a 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 typically features “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 purchase those frames or view more frames. Clearly.com.au launched its website VTO tool last year which has been incredibly popular.
Clearly.com.au general manager Duncan Brett said: “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 purchasable AR-powered ads with VTO features in 2018, Clearly.com.au became the first Australian online brand to use the format.
Atomic 212° chief digital officer and partner James Dixon, said: “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.”
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