Snapchat has published the AMI Paris case: to promote the Paris Paris bag, the fashion house deployed an augmented reality virtual try-on Lens. Measured by a brand awareness study commissioned by Snap: +14 points of ad awareness. tigrz runs the account and defines AMI Paris’s media strategy.
The challenge: engaging, driving consideration and standing out
The campaign aimed to stimulate engagement with the brand and product consideration intent, improve ad awareness and recommendation intent, and stand out from traditional media campaigns, showcasing the Paris Paris bag.
The set-up: an AR Lens, controlled delivery, optimisation towards purchase
- An AR virtual try-on Lens (“AR Try-On Lens”), which lets users try the bag on with their phone.
- Media bought through Reach and Frequency, to ensure reliable ad delivery.
- Campaign optimisation on Snapchat’s Purchase objective, to move users from curiosity to conversion.
Results published by Snapchat
- +14 percentage points of ad awareness.
- +6 percentage points of recommendation intent.
- +6 percentage points of brand favourability.
- 14 million product try-ons through the AR Lens, with an average play time of 6 seconds.
The first three results come from a brand awareness study commissioned by Snap, from 12 to 28 February 2025; the try-ons come from Snap Ads Manager, over the same period.
What this case demonstrates: an immersive format serving consideration
For a fashion house, virtual try-on turns ad exposure into interaction with the product. Combining an augmented reality format, Reach and Frequency delivery and optimisation towards purchase links awareness, consideration and conversion in a single set-up, with a brand lift measurement to read its effect.
Find AMI Paris’s full-funnel TikTok strategy in the AMI Paris case, our approach to effectiveness measurement, our study on Snapchat e-commerce performance and our Media Performance expertise.
Frequently asked questions
What is AMI Paris’s AR Lens on Snapchat?
It is an augmented reality virtual try-on Lens that lets users try the Paris Paris bag on with their phone.
What results did the campaign achieve?
+14 points of ad awareness, +6 points of recommendation intent, +6 points of brand favourability and 14 million try-ons, from 12 to 28 February 2025.
How were the results measured?
Through a brand awareness study commissioned by Snap for awareness, recommendation and favourability, and through Snap Ads Manager for the try-ons.
Source: Snapchat for Business case study, AMI Paris.
Going further. See also our approach to media performance, measuring the real effectiveness of campaigns and the AMI Paris client case.
On the same topic: « What four semesters of data reveal about Snapchat’s e-commerce performance » and « First ultra-personalised virtual try-on experience on Snapchat with Alain Afflelou ».
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