2020 was the year of the coronavirus pandemic. As such, brands and event organizers had to migrate their efforts to the digital space to connect and engage with their audiences. The Oxford University Press’ Baby Crawling Competition has been running for 11 years, and they refused to let COVID-19 get in the way of the event. To keep the tradition alive, the Baby Crawling Competition was moved online, and parents and babies alike were given a new way to engage with the event.
That’s why on 28 January 2021, Bernie Wong, the owner and founder of Social Stand Limited, was featured in Marketing’s article about the competition. The Social Stand Limited team had developed a series of AR and camera filters for The Baby Crawling Competition, and participants were able to join the event from their homes under the supervision of their parents. The babies were able to participate in the crawling competition, and the results were recorded by the AR filters. Brand characters and cartoon animals acted as the babies’ cheerleaders.
Maisan Leung, assistant corporate marketing director of Oxford University Press, had this to say: “Technology can revolutionise the ways we reach out to our target audience. Educational solution providers like Oxford University Press should harness the power of technology to design great experiences for our learners to accelerate their learning efficacy and motivation.”
According to Oxford University Press, the campaign was a massive success. Over a hundred sales inquiries came in during the kick-off of the campaign, and there was a 150% increase in website traffic and a 600% increase in Instagram engagement during the campaign. Their costs for pulling off the event had even decreased by 20% compared to an offline event.
To conclude, Bernie Wong shared what made the campaign effective: “Balance between brand messages and fun is the key to an engaging AR game.”
You can check out the full write-up of the event here.