DIGITAL BEAUTY AUGMENTED REALITY CAMPAIGN CASE STUDY
Sokos, a household name in Finland for over 70 years, has long been a major player in the country’s retail scene. With deep roots in the industry, Sokos has built a strong reputation, especially in cosmetics, where it has become one of Finland’s largest retailers. However, the challenge Sokos faced was modernizing its image to appeal to a younger generation of beauty enthusiasts.
Targeting Younger Consumers
Sokos recognized that while it was a trusted brand for many, younger consumers were seeking something fresh, innovative, and interactive. To address this, the company aimed to rebrand itself in a way that would capture the attention of younger audiences, encouraging them to view Sokos as a go-to destination for cosmetics. The focus was on digital transformation—finding ways to offer personalized and trend-forward experiences through modern channels.
Digital Transformation Strategy
One of Sokos’ strengths has always been its in-store experience, where knowledgeable staff help customers find and try new makeup styles. To recreate this personalized service in the digital realm, Sokos wanted to offer young shoppers a similarly immersive experience, but with a tech-driven edge. The idea was to allow customers to experiment with different looks virtually, giving them the freedom to explore beauty trends from their own devices.
To achieve this, Sokos collaborated with Meta and Locus Solus Studio to develop an augmented reality (AR) filter for Instagram. Using Meta's trend insights, Sokos created AR filters that featured the most popular makeup styles of the moment. This allowed users to try on various trendy looks directly on their faces, without needing to visit a physical store. The interactive nature of the AR filters made it engaging and fun for young consumers to experiment with different styles in a familiar, digital space.
Results and Impact
Annie Muukka, a seasoned makeup artist at Sokos Lahti, designed five distinct makeup styles that aligned with the latest trends identified by Meta. These styles were then translated into Instagram-friendly AR filters that could be easily accessed and applied by anyone. This innovative approach not only modernized the Sokos brand but also positioned it as a leader in blending retail and technology, enhancing the overall customer experience and solidifying its appeal to a younger demographic.
The success of this AR campaign can be attributed in part to the incorporation of interactive gestures, enabling users to seamlessly swipe between five different looks without having to physically touch the screen, in part to the extraordinary social media assets created to promote the experience. To amplify the reach of the AR filter, Sokos partnered with several influencers to promote it across social media. Three prominent influencers, Jonna Ojala (@meikkimuija), Elisakoo (@elisakoo), and Yousra Chafak (@yousrachafak), were part of a paid advertising campaign, using their large followings to spread the word. Additionally, 15 smaller influencers received PR packages that included a QR code for the AR filter, a Sokos gift card, chocolate, and a makeup brush shaped like a mask. The gift card allowed them to purchase the makeup products needed to recreate the AR looks, ensuring an authentic promotion of the products through their social channels.
Sokos succeeded not only in its goal of reaching young consumers, but also in significantly increasing the total sales of the products needed to create a makeup look, thanks to the AR filter.
Conclusion
By combining digital innovation with the power of influencer marketing, Sokos successfully transformed its image to appeal to younger beauty enthusiasts. The AR filter allowed consumers to explore and experiment with the latest makeup trends in a fun and interactive way, while influencer collaborations helped to amplify the brand’s message. This campaign not only reinforced Sokos' reputation as a forward-thinking retailer but also demonstrated its ability to evolve with the times, remaining relevant in an increasingly digital world.
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