How Level Shoes Leveraged AR on Facebook to Boost Measureable Awareness During Ramadan
“The customer journey is very complicated and can’t be measured by traditional attribution models alone, especially with upper-funnel campaigns. The Facebook lift study helped us measure the real impact of our upper funnel campaign in terms of brand recognition and conversion lift.” – Ahmed Sedeek, Senior Growth Lead at Level Shoes
Located in the heart of The Dubai Mall, Level Shoes is a globally recognized retail concept dedicated to the world of designer footwear for women, men, and kids. With over 200+ global brands, the 96,000 square-foot store features a wide range of bespoke services, as well as an online shopping platform, levelshoes.com, and a newly-debuted shopping app.
Aiming to evaluate the impact of augmented reality (AR) advertising in the UAE during Ramadan, the busiest time of the year in the region, the team partnered up with Facebook to create a custom AR lens. The initiative allowed shoe aficionados to experiment with products in a fun and engaging manner, and yielded amazing results, showing that AR ads had a major positive impact across all upper funnel metrics.
Here’s what Ahmed Sedeek, Senior Growth Lead at Level Shoes, told us about the campaign.
What were the main goals for the digital campaign that ran on Facebook platforms?
Our main goal was to increase awareness around Level Shoes in the region and to measure the impact of our initiatives.
Why did you choose Facebook’s marketing solutions, out of many alternatives?
The reason why we work with Facebook is its high reach in the region, with powerful audience segmentation tools for targeting as well as machine learning for optimization and great measurement capabilities.
Which Facebook/Instagram solutions/products did you use for this campaign?
We used an augmented reality lens on Facebook, with broad targeting.
What were the results of the campaign and did you achieve your goals?
Facebook's augmented reality solution enabled Level Shoes to spread awareness with highly engaging content. The brand lift study demonstrated that Facebook ads had a significant impact on brand recognition, which cannot be measured through traditional attribution models.
Which measurement methods did you use to gain new learnings?
We conducted a brand lift study which showed a 5.6-point lift in ad recalls as well as an increase of 4.5 points in people who would recommend Level Shoes to their family and friends.
