Raymond Consumer Care unveils AR filters on Meta along with Madison Media & Vserv AdLabs

Park Avenue Grooming encompassed products like deodorants, eau de parfum, beer shampoo, and pure luxury soap. While the brand has seen growth over the years, a lot of the same was attributed to placements and offering trials at POS.

The content of ingredients was the key aspect in the Personal care & Fragrance category and we wanted to ensure that consumers are aware of these before making an online purchase. Thus, we wanted to make users aware of ingredients on their smartphones, without having to physically visit the offline store. Post Covid when ecomm sales have seen an exponential rise, the brand was in a category where the likes of global giants enjoyed a massive share of voice. With more than 80 brands operating in the space, the clutter was immense.

Madison Media not only refined user engagement in an innovative way, but also helped drive incremental ecomm sales, with its partner Vserv - a leading data-driven marketing platform.

To break the clutter, we made use of the inherent feature of the smartphone – Filter on Instagram App. Vserv AdLabs delivered a unique customer experience by showcasing the ingredients of the products like Park Avenue Beer Shampoo, Park Avenue soap and deo. The filter smartly engaged the selfie camera on the users’ smartphone and coaxed users to experience a virtual try-on of the Park Avenue personal care product range. The user was prompted to tilt the head to explore more ingredients and their benefits – all this was done via a Virtual Try-On filter on Instagram app. The deterministic audience capability of Vserv was used to target customers who were in-market for purchasing these products which enhanced relevancy. Cohorts like gym goers, ecomm shoppers and grocery shoppers gave the highest engagement.

Led by a perfect amalgamation of creativity, technology and audience data, the innovative ad got admiration and love from consumers actively engaging and virtually trying on the new range of products. The campaign delivered close to 11 million impressions and reached unique audiences of nearly 4 million and saw 1.3X percentage rise in ecomm sales. The campaign successfully achieved engagement rate, which was 6.4X the platform benchmark.

“Working with Madison Media and Vserv to crack this impactful product marketing strategy for Park Avenue grooming products was a thorough delight. While Madison Media understood our vision & brand need, Vserv empowered us with their deep audience insights and creative expertise. Engaging the consumers via mobile, an AR-led virtual try-on of Park Avenue grooming products is a great feat we have achieved and we are happy with the way the campaigns has been received by the consumers,” said Pooja Sahgal, CMO, Raymond Consumer Care Ltd

Commenting on the collaboration, Vandana Ramkrishna, COO, Madison Media Ace says, “Park Avenue grooming campaign receiving consumers' love is another addition to multiple success stories that Madison World and Vserv have delivered together. Vserv has been a reliable partner to lean on for sharper in-target reach and creative innovation on mobile. Vserv Vinja’s effortless alignment to our vision and smart execution makes success story creation a whole lot easier.”

Saurabh Khanna, Vice-President, Agency Partnerships and Large Client Solutions, Vserv, said, “We are humbled by the trust Madison Media and Park Avenue grooming shows in the  Vserv Vinjas. We are very delighted with the feat this campaign has achieved and the unique experience we all managed to deliver to the Park Avenue grooming consumers. We are only eager to create more of these success stories.”