Our key objective was to encourage youth entrepreneurship utilizing Gen-Z engagement platforms. Our goal was to test how utilizing Snapchat AR could not only engage, but also inspire young entrepreneurs to follow their calling.
Our client, Kim Products, is a Chicago street-wear brand run by 17-year-old Kimisha Moxley. We made it our mission to help elevate Moxley's winter collection launch party by creating a custom Snapchat Lens from various objects related to the brand and theme of the collection.
The outcome…. well… see for yourself.
Encouraging youth entrepreneurship is a central part of our company's values. As an organization, we are constantly striving to uncover and nurture the talent within young people around us. In doing this, one of the interns that we hired, Matt Smith, 17 years old at the time, brought the Kim Products brand to our attention.
When we looked at Kim Products, we saw a brand that has a strong following in the Chicago teen scene, and saw clothing designs that street-wear enthusiasts would line up outside the door for. And in Kimisha, the founder, we saw a visionary doing exactly what she was born to do.
Every one of her launch events would attract 100s of fans in the same age range as Snapchat's largest user base. Of the 188 million daily active Snapchat users, 78% are between the ages of 18 and 24. We decided the launch of her upcoming collection would be a perfect opportunity to do something big for the brand.
The new collection integrated nostalgia from the early 2000s into her designs. Midwest Immersive worked with Kim and her team to take that nostalgia and integrate it with the Snapchat AR Lens including: a piece of vinyl above a strutting runway model, to a boombox, to a classic flip phone as well as the brand and the event's logos.
Once attendees arrived at the event, they scanned a unique Snapcode only available at the event. This allowed them to unlock the lens for a duration of only 24 hours - instantly prompting event goers to share their experience.
Our hope was that by promoting the Kim Products brand to Gen-Z audiences using a novel technique, it would provide a more interactive and immersive feel, leaving a significant amount of impressions on the attendees and their networks.
The results significantly exceeded our own expectations. The Lens was activated 299 times in the 4 hours of the event, and allowed attendees to share the Lens in their own stories - garnering 24,391 views!
The event's reach was exponentially increased as a result, bringing Kim Products to life in a whole new way, something truly befitting the brand, and inspiring a generation of entrepreneurs.
