AR Fashion Month Challenge

Snap x Lenslist

In August 2022, ahead of Fashion Month taking center stage in New York, London, Milan and Paris, we partnered with Snap and challenged AR Creators to come up with their own digital fashion designs and catwalk-ready makeup Lenses. Our aim was for Creators to start and keep using the hottest and most sophisticated Lens Studio features like 3D Body Tracking and 3D Body Mesh, Upper Garment Segmentation or SnapML Audio for a chance to win their share of a $150,000 prize purse. Exciting indeed!

quick recap

771

No. of Submissions

449

Registered Creators

328

Creators, who submitted

110

No. of Prizes

$150,000

Prize Pool

66 countries

Reach & Diversity

Briefing Period

Creative Brief and Custom Landing Page

Ahead of launching the challenge, we worked with our partner to come up with a creative brief that would not only inform, but also inspire our community to take part in the challenge.

Each and every challenge we host, has a custom landing page (not a branded template), designed to communicate our partner’s mission and image, combined with our voice, the community knows so well.

On top of the LP, we also built a custom registration and submission form, adjusted to the know-how needs of our partner and in accordance with GDPR security and privacy standards, with data hosted on our own servers.

Last, but not least – as the challenge Organizer, we come up with Terms and Conditions together with our legal team and based on our multiyear expertise. Without this document, no challenge can be launched or conducted!

Submission Period

Outreach Campaign

With the submission period lasting only 3 weeks and thousands of people in our AR Community to reach, we had to up our communication to the highest levels. The channels we used:

Lenslist Socials

Instagram, Twitter, TikTok, Snapchat, Facebook, Discord – with more than 35k friends, followers or members on board.

Our Mailing List

Probably the most comprehensive AR yellow pages existing.

Social Media DMs

Direct and not automatized communication is the key to connecting with our community.

Apart from that, we conducted additional, custom research specifically for this campaign, aimed to connect with digital fashion designers and brands.

The Results & Selection Period

In the end our campaign resulted in an amazing success and the most amount of submissions we’ve had so far – 771 fashion and beauty Lenses created by 328 unique AR Creators.

Even we haven’t predicted it, considering the theme was not the easiest to tackle – most of the Lenses included a custom 3D model, very creative designs and even an inspiring backstory.

Now, getting 771 entries is great, but judging all of them and selecting 110 winners was not an easy task. Together with judges at Snap, we took a couple of weeks to test and score the submissions and then announced the winners on all our channels. Here are the top winning Lenses:

Once the winners are selected, we start the prize fulfillment process right away. With all the necessary paperwork needed to be signed to transfer the prize money to all different countries, with a data validation piece on top, this process takes a couple of weeks, but considering our experience in the field, we take care of the process from start to finish with no unnecessary issues or delays.

Final Thoughts & Virtual Gallery

To sum up the Snap x Lenslist AR Fashion Month Challenge, we wanted to thank each and every participant for taking the time and all of your skills and putting them into this activation, making it such a powerful proof of the power we all hold as a Community. And of course big thanks to our partner Snap, the whole team working with us to make this event happen and bringing amazing AR technology to life, allowing everyone to create.

The final showcase of the AR Fashion Month Challenge was brought to life with a virtual gallery our team made in collaboration with AR Creators, who provided their winning 3D models to fill in the catwalk. This virtual gallery can be distributed both on the web and through a VR headset.

This challenge proves that this format can work for all types of innovative brands. Why?

Hundreds of Creators developing AR experiences within your brand’s image, mission or campaign means thousands of people create content using these effects at the same time = more visibility, organic reach and brand awareness;

AR Community is ready to come up with high quality content, creative designs and well-developed 3D models (see the winners!);

You can license AR experiences you like most = wide spread of inspired work to choose from instead of 2 or 3 creative proposals from your agency;

AR Creators are social media influencers of creative spaces online and have global reach – the average followers count of an AR Creator is ~30k.

Boosting the innovative, creative and collaborative image of your brand = checking off all three most valuable tenets of web3/metaverse marketing approach.