JobsDB's AR filters on Instagram prove organic reach still works

Although it is simple for creative and consumer goods industries to leverage AR to engage audiences, marketers outside of this circle can still curate compelling content to gain attention. JobsDB showed this by rolling out a set of their own AR filters, gaining impressive organic results through a clever campaign.

Aimed at engaging Gen Z audiences, JobsDB's latest campaign created four "Office's Heart Talks" AR Filters to echo the targeted group's state of mind and mindset about work. Before the campaign, JobsDB addressed its audience through an IG Story to invite them to share their heartfelt feelings about their lives in the office.

Based on these insights, JobsDB set out to develop creative for the AR filters. To increase the chance of multiple interactions, each filter was designed with numerous alternative responses when audiences interacted with it.

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As advertisers cannot place ads on AR filters on Instagram, JobsDB collaborated with multiple micro-influencers to amplify the creative on their own IG Stories, while tagging JobsDB's official Instagram profile.

Within just a month, the series of AR Filters generated more than 180,000 impressions, over 21,000 opens, above 5,800 video captures and around 440 shares. The results showed that more than 90% of the engaged users were Gen Z: 61% were 18 to 24 years old; 30% were 13 to 17 years old.

Finally, JobsDB has also created highlights for the user-generated content Instagram Stories on its official profile, further attracting additional engagement with the AR filters. This strategy helped the AR filters increase the chances of generating more organic results. Even the brand made an ad to promote the AR Filters via Facebook. Interestingly, the paid reach was not as efficient as the organic effort via Instagram.

"We believe that investing in innovative ideas can always generate a more favourable image for our brand. Even there were no such previous results to benchmark the ROI. We are always willing to try new things and experimentation which keep us inspired and motivated. And we are thrilled to see our effort paid off within a few weeks." said Irene Wong, head of marketing at JobsDB Hong Kong.

Credits:

Brand: JobsDB Hong Kong
Head of marketing: Irene Wong
Regional brand activation manager: Creamy Lam

Creative agency: Hungry Digital
Creative director: Max Ip
Associate director, creative strategy: Charlie Tsang
Art director: Jimmy Jim
Copywriter: Rudi Leung

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