Teads, the Global Media Platform, in collaboration with Perfect Corp, is revolutionizing the online shopping experience through a new Virtual Try-On (VTO) format for Christian Dior Couture. This initiative, part of the “Rose des vents” campaign, targeted markets in the US, South Korea, Hong Kong, and Japan. The VTO ad format enhances the user experience by allowing them to virtually try on earrings from the comfort of their smartphone without needing to leave their favorite publisher’s website. This innovative feature, seamlessly integrated into the Teads ecosystem, requires no prior app installation.
Read the press news in MarketingDive and Yahoo.
The introduction of this format for Christian Dior Couture has significantly bolstered advertising effectiveness. Results show a remarkable 43% increase in advertising recall and a 62% enhancement in brand linkage compared to traditional video formats used by Christian Dior. Moreover, the campaign has positively influenced brand perception, with a 17% increase in respondents recognizing the brand as premium. Engagement with the advertisement also saw substantial growth, evidenced by a 12% rise in respondents eager to share their experience and a 36% uplift in purchase intent.
Following the campaign’s innovative approach, key performance indicators provide insight into its impact and effectiveness. The “VTO Boot Rate” reflects the number of users who clicked the VTO button and successfully loaded the feature, measured against total impressions. Meanwhile, the “VTO User’s Engagement Rate” captures the engagement level, determined by the number of users who actively used the VTO feature to try on either of the earrings (“Earring 1: Click” and “Earring 2: Click”), divided by the total number of users who initiated the VTO function.
Another critical metric, the “Click-Through Rate” (CTR), indicates the frequency of clicks redirecting users to the Christian Dior Couture website, showcasing the campaign’s effectiveness in driving traffic.
In the US, the campaign harnessed Teads’ optimized VTO assets to significantly enhance Dior’s brand awareness. This strategic approach achieved a VTO Boot Rate of 0.20%, indicating a solid initial engagement with the feature. The VTO User’s Engagement Rate further highlights the interactive feature’s effectiveness, registering at 0.23%. This demonstrates a meaningful interaction level among those who initiated the VTO feature. Most impressively, the campaign boasted an 11.25% CTR post-AR activation, underscoring the potent combination of innovative technology and strategic asset optimization in driving substantial traffic to the Christian Dior Couture website.
“The Virtual Try-On format is an innovative way for jewelry brands to connect with consumers, allowing them to virtually try on their products before purchasing them. Consumers can experience jewels from all angles, no matter where they are and at any time.” commented Sylvain Delteil, VP Business Development Europe at Perfect Corp
Teads allows advertisers to benefit from a massive reach of 1.9 billion internet users per month worldwide and extends the AR experience beyond social platforms to a more mature population with greater buying power.
“The Teads Studio’s Virtual Try-On offer is expanding with the introduction of earrings, the result of a collaboration with Perfect Corp. We’re the only platform to have integrated this technology into advertising formats on the open web outside the walled garden.” commented Rachid Ait Addi, SVP Strategic Accounts at Teads
“These results conducted with Kantar Profiles highlight the ability of our innovative formats to strongly engage exposed audiences.” explained Arthur Boussac, Global Client Partner Measurement at Teads a “The battle for attention being the core focus nowadays, we truly believe Teads’ innovative solutions helps to increase online brand engagement and encourage future purchases. This campaign has enabled us to offer an immersive experience to our audience, and to achieve our objectives, both in terms of engagement and brand awareness.” commented Christian Dior Couture
Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.
For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.
Perfect Corp. (NYSE: PERF) is the leading SaaS AI and AR beauty and fashion tech solutions provider, dedicated to transforming shopping experiences through empowering brands to embrace the digital-first world. By partnering with the largest names in the industry, Perfect Corp.’s suite of enterprise solutions deliver synergistic, technology-driven experiences that facilitate sustainable, ultra-personalized, and engaging shopping journeys, as well as equipping brands with next generation of consumer goods. Perfect Corp. offers a complementary suite of mobile apps, including YouCam Makeup and YouCam Perfect, to provide a consumer platform to virtually try-on new products, perform skin diagnoses, edit photos, and share experiences with the YouCam Community. To learn more, please visit PerfectCorp.com.