AR in advertising campaign wins Best Mobile Marketing at OMMAs
Updated: 3 days ago
Partnership with PadSquad drove incremental engagement for Stella & Chewy's
While the decision to invest in mobile advertising may be easy, creatively devising ways to stand out and make a lasting impression is far more challenging. Integrating technical formats like AR in advertising campaigns can help your message stand out from the crowd of static or video social ads.
Utilizing technology like AR in advertising campaigns requires a strong ad tech partner, a data-driven media strategy, and personal connections with consumers.
In 2023, Exverus teamed up with ad-tech solutions provider PadSquad to develop a new mobile ad experience for Stella & Chewy’s, the raw natural pet food for dogs and cats.
Together, we built an interactive AR experience in which pet parents were encouraged to upload photos with their pets, decorate them with AR frames and filters, and upload them to social media. Try it yourself here!
Our interactive, programmatic mobile experience helped make Stella & Chewy’s a category leader in just a few months. Nearly a quarter-million users engaged with this campaign, leading to a 702% higher engagement rate than standard benchmarks!
“This is the sort of participatory advertising that brands dream of. Stella & Chewy’s is now a category competitor with a deeper connection to a growing segment of brand loyalists.”
Anna Elema, Exverus Media Director
Stella & Chewy’s experienced an incremental 2% lift in brand awareness from just this one tactic with a <$500K budget. And the campaign won the 2023 MediaPost OMMA Award for Best Mobile Marketing campaign of the year!
Why it worked: In this case, we tapped into the emotional connection people have with their pets and allowed them to be creative with the ad unit, to make something uniquely their own, and to share photos of their pets, which pet owners already love to do.
Read more about the campaign in Adweek here.
