Using AR Filters to Boost Conversion
Graph screenshots: Key metrics: Ad placement acceptance rate rose from 17% to 30%
Website
Industry
Digital marketing in healthcare
Location
Moscow
Target region
Russia
Budget
…
Project launch
2021
Result
Ad placement acceptance rate increased from 17% to 30%
Result
Number of leads doubled
Revitalising the Client’s Business Through New Advertising Channels
1
Increased conversion rate for influencer ad collaborations
2
Expanded pool of advertising partners
3
Enhanced brand perception
4
Improved content virality
Challenges in New Channel Acquisition
Low blogger readiness
Bloggers reluctantly agreed to promote delicate topic due to reputation risks.
Barter inefficiency
Barter collaboration with bloggers didn't bring expected results and conversions.
Need to change perception
Required changing negative perception of service among target audience.
AR mask limitations
AR mask had narrow applicability and didn't cover entire target audience at start.
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AR Filter Campaign Workflow
- Phase 1. Ideation & Hypothesis Testing
Result: Strong reach but zero conversion → hypothesis rejected
- Hypothesis #2: AR filter as influencer collaboration tool
Tactic: Let influencers "try on" humorous hairstyles (avoiding direct references to hair loss)
Outcome: Successfully bypassed sensitivity while driving engagement
Phase 2. Implementation & Scaling
Influencer testing (including previously unresponsive creators)
Mechanics refinement based on real-time feedback
Cross-platform integration (Instagram Stories, TikTok)
The AR Filter: A Breakthrough for Marketing Sensitive Healthcare Services
The AR filter proved to be an innovative solution for promoting delicate medical services – not just to end clients, but also as a new industry benchmark for taboo topics in influencer marketing.
Key results:
30% ad acceptance rate (up from 17%) – higher influencer buy-in
2x more leads – proven demand generation
Serious messaging via humor – balanced sensitivity & shareability