In the blink of an eye: how Marcolin achieved 20% engagement rate thanks to Virtual Try-On Ads

In the fast-moving world of fashion advertising, where trends come and go like a whirlwind on the runway, creating memorable experiences that capture consumers’ attention is the #1 priority for brands.

In this era of content overload, Marcolin, a leading Italian eyewear brand, knew it needed a breath of fresh air, a touch of innovation, and a sprinkle of personalization to truly stand out. They were ready to push beyond the familiar, moving away from an industry flooded with content and towards strategies that invite engagement.

Prepare to be immersed in Marcolin’s unforgettable story, where innovation met imagination, and Immersive Rich Media ads brought their campaigns to life.

What will you learn from this customer story:

• Marcolin’s objective: a bold new vision for eyewear marketing
• Immersive Rich Media: how Aryel met Marcolin’s objectives
• Envisioning the victory: the impressive results of Marcolin’s campaign
• Beyond impression: a quest for consumers’ attention

Marcolin’s mission was clear, yet ambitious: to seize attention, shatter interactivity boundaries, and carve a lasting memory in their audience.

Faced with the realization that static banner ads were relics of the past, Marcolin craved an innovative approach that would ignite curiosity and bring their latest eyewear collections – Guess, Gant, and BMW – into the spotlight on a global stage.

It was time to ditch one-size-fits-all advertising and embrace a more personalized fit. And that’s precisely what Marcolin did, with a touch of Aryel’s Immersive Rich Media magic.

Distributed via Teads premium ad network, Marcolin harnessed Aryel’s toolkit to realize a powerful promotional campaign, combining a traditional Video Display ad to reel consumers in, then amaze them with a 3D Viewer ad.

As soon as the video concluded and the 3D viewer emerged, the users could interact with the eyewear – rotating, zooming, and examining the pieces from every angle. It was like having a personal, in-store experience, but without leaving the comfort of your couch.

The viewer not only lets users interact with the products, but also enables them to go to the brand website to discover more, or launch an immersive virtual try-on experience – allowing them to “wear” the glasses from the comfort of their own screens.

The result? A blend of 3D AR visualization and Virtual Try-On format that turned traditional ad formats on their head, making advertising a pleasant and personalized experience that felt relevant in the eye of the users.

Here you have a look at Marcolin’s experience for the BMW collection.

Here you take a peek at Marcolin’s experience for the Gant collection.

Here you have a taste of Marcolin’s experience for the Guess.

The ad campaign achieved an impressive 20% engagement rate and fostered a remarkable 3+ million unique interactions, effectively capturing the attention of its target audience and resonating powerfully with them.

And what about the dwell time? In the fast-paced, click-and-scroll era of digital marketing, Marcolin’s campaign managed to keep users engaged for an average of over 19 seconds. This significant result demonstrated the brand’s ability to truly captivate its audience, marking a pivotal shift in the dynamics of digital advertising.

In the fast-paced world of digital advertising, attention is the new black, but capturing it is as tough as snagging a front-row seat at a haute couture runway show. Amidst a sea of digital noise and insipid banner ads, audiences are often left overwhelmed, with their attention span diminishing faster than last season’s fashion trends.
The usual suspects, such as impressions and other traditional ad efficiency metrics, no longer cut it.

However, a new trendsetter appeared on the block: Immersive Rich Media, brought to life with Aryel’s Marketing suite. Much like a revolutionary fashion designer, it shifts the paradigm, placing consumers at the center of the advertising experience. This approach results in ads that are not only engaging and immersive but also relevant to the audience. What’s more relevant than your own face in an ad?

But it doesn’t stop there. These interactive ads offer another boon: data and insights. With the consent of the user, which ensures that they are fully in compliance with the latest privacy regulations, brands can glean valuable information to fine-tune their future campaigns. It’s like having your very own trend forecast, letting you stay ahead of the fashion curve.

Finally, Immersive Rich Media offers brands a unique opportunity to extend the reach and lifecycle of these creative assets, unlocking the full potential of Aryel’s Marketing suite.
This is made possible by repurposing these interactive experiences across a variety of organic marketing touchpoints: on product pages, in abandoned cart emails, and even in offline touchpoints.