Top tips for planning your next Augmented Reality campaign [Infographic]


We have all heard the phrase ‘fail to plan, plan to fail’ or some variation of it, but what does this really mean when you embark on your next (or first) augmented reality campaign?

7 Top Tips planning AR Campaign

Creating a marketing campaign with the use of augmented reality is not that different to any other marketing campaign when it comes to the planning, but sometimes we can all be a little guilty of jumping some steps to get to the result. This means that you run the risk of your campaign not reaching its full potential, and consequently thinking that your campaign has not been successful due to the technology rather than the campaign planning itself.

In our experience, the most successful campaigns are the ones which have been carefully planned and not the ones which have used AR for the sake of using AR. Using AR because you want to rather than because it is the right campaign is very often the reason why this technology can be viewed as a gimmick rather than a powerful tool that can add a high level of value to marketing campaigns.

In our latest infographic we provide our top tips for planning your next AR campaign:

Infographic - Tips for planning a successful AR campaign v2

Set your objectives

Seems a pretty obvious one, but it is surprising how many people don’t do this.  Before you even decide whether AR is appropriate you need to know what it is you are trying to achieve from your campaign – is it simply revenue generation or perhaps it’s contributing to a longer-term strategy to dilute your competition.  Once you know what you are trying to achieve you are then able to look at what AR can bring to your campaign – plus it will allow you to measure the success of your campaign.

Ask yourself, will AR add anything to your campaign?

Once you have established what you are trying to achieve, you can then consider whether there is an opportunity to introduce AR to help achieve those goals and add additional value. Sometimes we can get a little excited about new techniques and technologies, and want to use them straight away or regardless of whether it will be adding any value to what you are already doing.  If it is there just ‘because’ and doesn’t offer any additional value to your customer, leave it out.  Wait until AR can be used to make a difference.

Produce a creative brief

As soon as a decision has been made about whether to include AR in your campaign, work on a detailed creative brief that can be shared with your chosen AR partner.  Providing as much information as possible at this stage of the process is the best way to ensure that your partner can be as imaginative and creative as possible when coming up with suggestions that will support your campaign.

Know what you want to measure

It’s important to know what you want to measure and how, when it comes to the objectives of your campaign. Let your AR partner know this right from the start if you can.  For example, at Ads Reality we have the capability to track and measure a wide range of results but can only do this if it has been specified as a requirement.  Therefore, it is always worth establishing what your measures and controls are going to be upfront, so you can ensure that these are put into place and your partner can support this.

What is the incentive and what do you want them to do?

Make sure you are clear as to what you want your target audience to do with the AR experience.  This goes beyond the objective and is about your specific call to action..  You need to consider whether there needs to be some incentive for your audience to respond to the call to action.  This could be an actual reward such as a discount voucher but it can also be the offer of knowledge (e.g. a ‘how to’ video).

Don’t forget to think about the instructions

Another factor to consider is that, although augmented reality is being widely talked about, not everyone knows how to interact with an AR campaign and they will need some form of instruction to know what they need to do.  So, put some thought into how you would like these instructions to be communicated to your target audience.   Although a good AR partner should give you guidance, it is still worth putting some consideration into this.

Lastly, you don’t need to know the AR specifics

When planning your AR campaign and working on your brief it is important to remember that you do not need to have the specific use of AR in your mind. A good AR partner will help you to come up with ideas and suggest what the AR campaign experience should look like. However, it is good to have the foundations there when sitting down with the team who will help build your campaign.

As you can see, many of the tips for an AR campaign are the same as any other marketing campaign you may have planned previously. Working with the right partner is essential but putting the groundwork in at the very beginning is just as important when it comes to ensuring that you get the most from both your agency and your campaign.

Interested in using augmented reality in your next campaign, but not sure how?  Check out our videos for inspiration.

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