How do you use AR development tools to create innovative and effective marketing and advertising campaigns?

1 Choose the right AR development tool

There are many AR development tools available in the market, each offering its own features, advantages, and limitations. Depending on your goals, budget, and technical skills, you can choose the one that suits your needs best. Popular AR development tools include Unity, Spark AR, and ZapWorks. Unity is a powerful and versatile game engine that supports various AR platforms such as ARKit, ARCore, Vuforia, and MRTK. It enables you to create rich and realistic AR content with 3D models, animations, physics, and scripting. Spark AR is a user-friendly and accessible tool for creating AR effects and filters for Facebook and Instagram. It has a visual interface to add elements, textures, sounds, and logic to your projects. ZapWorks is a comprehensive and flexible tool that supports different types of triggers such as QR codes, image recognition, or location tracking. Plus it has a cloud-based platform for managing and distributing your content.

2 Define your target audience and objectives

Before you start creating your AR campaign, you need to have a clear idea of who you are trying to reach and what you want to achieve. You need to understand your target audience's preferences, behaviors, and pain points, as well as your own value proposition, unique selling point, and call to action. You can use tools such as personas, customer journeys, and SWOT analysis to help you with this process. By defining your target audience and objectives, you can design your AR campaign in a way that meets their needs and expectations, as well as your own goals and metrics.

3 Design your AR content and interaction

The next step is to design your AR content and interaction, which are the core elements of your AR campaign. Your AR content is the digital information that you overlay onto the real world, such as images, videos, text, or audio. Your AR interaction is the way that users interact with your AR content, such as tapping, swiping, or speaking. You need to design your AR content and interaction in a way that is relevant, useful, and appealing to your target audience, as well as consistent with your brand identity and message. You also need to consider the technical aspects of your AR content and interaction, such as the size, resolution, format, and performance.

4 Test and refine your AR campaign

Once you have designed your AR content and interaction, you need to test and refine your AR campaign before you launch it. Testing your AR campaign is essential to ensure that it works properly, delivers the intended results, and provides a positive user experience. You can use tools such as simulators, emulators, or real devices to test your AR campaign in different scenarios and environments. You can also use tools such as analytics, feedback, or surveys to collect data and insights from your users. Based on the results of your testing, you can refine your AR campaign by making adjustments, improvements, or changes.

5 Launch and promote your AR campaign

The final step is to launch and promote your AR campaign to your target audience. Launching your AR campaign means making it available and accessible to your users, either through a dedicated app, a web browser, or a social media platform. Promoting your AR campaign means making it visible and attractive to your users, either through organic or paid channels, such as email, social media, or search engines. You need to launch and promote your AR campaign in a way that is timely, relevant, and engaging to your target audience, as well as aligned with your objectives and budget.

6 Monitor and evaluate your AR campaign

After you launch and promote your AR campaign, you need to monitor and evaluate its performance and impact. Monitoring your AR campaign means tracking and measuring its key indicators, such as downloads, views, shares, or conversions. Evaluating your AR campaign means analyzing and interpreting its outcomes, such as awareness, engagement, or revenue. You need to monitor and evaluate your AR campaign in a way that is accurate, reliable, and actionable, as well as aligned with your objectives and metrics. You also need to use the results of your monitoring and evaluation to improve your AR campaign or plan your next one.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?