CIN - Instagram Filter
IG filters as a marketing technique
Instagram filters. You’ve tried a few by now I bet. These use augmented reality (AR), which gives an interactive experience that allows digital objects into a real-world environment. These effects can improve our perception of real-life in an entertaining and educational way.
Brands are adding this new tool to their marketing strategy because they want to give their current or potential customers free and fun experiences related to their product. This has become the ultimate marketing technique to engage with the target audience.
Generally speaking, there are two marketing purposes of these filters. One is practical (give people the opportunity to try their product remotely, like sunglasses, hats or paint on the wall) and another is entertaining. This second one helps to create an emotional bond between customer and brand. And that’s what we went for.
Well, this is a fun story. As we were discussing business with our client CIN at lunch, _ asked us if we were able to create an IG filter as CIN is a company that brings colours to people's homes and they wanted to bring a bit of color to people's digital life. We had never done that before, but that didn't stop us from trying. That actually seemed like a great challenge and our team loves those.
So we did our search, did some tests and came up with a great idea.
We created a polaroid with the question “What is the color of your day?” and colors appearing randomly. Each color was chosen from CIN’s paint palette with its respective code and had a phrase associated with it, for example: yellow - sunshine.
To create this polaroid we used the Spark AR studio tool. Also, to add movement, we decided to include some of the CIN’s brand icons falling on the background. For that, we started by identifying the face and its movement, adding a transparent background behind the face (so that the CIN icons that were falling would be in front of what was around us).
We studied several speeds to understand what worked best. After choosing the CIN icons we wanted to use, we created some rules regarding the way they appeared. The sequence and frequency of the generated icons, as well as their position was random, but, of course, always within the parameters established by us, so as not to overlap with the person's face.
With this marketing campaign we helped people to find out about CIN colours’ options while snatching a cheeky smile from users with a happy phrase. The idea behind all this is that colours can change how you feel or make you feel some type of way. The same happens inside your house, on the walls of your room. A simple stroke of color can actually have an impact on you.
