Analyzing the marketing campaign for Christian Dior's Miss Dior perfume and the predominant use of AR technology within the campaign.

1. Miss Dior & AR
Marketing Campaign
MRK 6 3 4 ZS S
D RI V I N G D I G I TA L MED I A F O R
BU SI N ESS
B Y Y U T I N G WA N

2. Background of Miss
Dior Perfume
∙ The first collection of Miss Dior fragrance was
first introduced in 1947 by Christian Dior, a
heritage luxury beauty brand.
∙ Miss Dior is a floral scent that combines
several different notes to create a complex and
sophisticated aroma.
∙ It is known for its exquisite and classic design,
which includes a ribbon and a pink color.
∙ Following Christian’s death in 1957, Miss
Dior was reinvented several times.

3. Miss Dior X Google Lens
∙ Christian Dior launched the new edition of Miss
Dior fragrance in 2021, which is called Miss
Dior Eau de Parfum.
∙ To promote Miss Dior Eau de Parfum, the
marketing team of Dior cooperated with Google
Lens to launch a campaign.
∙ Customers who patronize in stores can scan an
image of the brand’s perfume bottle to create an
augmented-reality garden of blossoming
flowers.

4. Let’s check out the campaign!

5. Miss Dior X Google Lens
In celebration of the premiere of the new Miss Dior
Eau de Parfum, Dior also launched a retail pop-up
fragrance installation in New York City.
Guests can discover a variety of AR experiences,
including Google lens that invites you to immerse
in the gardens from the new Miss Dior campaign.

6. Performance of the
campaign
Miss Dior succeeded to reach 2.5 million
clients and 350,000 global user engagements
because to its innovative approach.

7. “This campaign was a key strategic moment for Miss Dior as
we’ve normally been more product-centric rather than client-
centric. Being client-centric took us out of our comfort zone but
enabled us to engage with our clients in a way that is more
relevant and helped us create a new generation of Miss Dior
lovers.”
Claudia Marcocci
Brand general director at Parfums Christian Dior

8. My point of views
Incorporating AR and VR experiences into pop-up stores can increase customer
engagement and allow them to interact with customers in a more appealing way,
creating a memorable and enjoyable experience. Meanwhile, it may demonstrate that
Dior is an innovative brand by efficiently showcasing products in a virtual area and
conveying the products' worth and concepts.
When customers learn more about the products and feeling satisfied with the campaign,
they are more likely to purchase.

9. Miss Dior X Snapchat
& Instagram
∙ To introduce the new Miss Dior fragrance, Parfums
Christian Dior partnered with 180 LUXE,
combining 3D art and cutting-edge AR technology
for Snapchat and Instagram filters.
∙ This collaboration crafted a unique digital
experience tailored for a new generation of Miss
Dior enthusiasts.
∙ Celebrities and influencers pushed the Instagram
filter, which received 1.3 million impressions, and
it is predicted that about 100,000 people have used
the Miss Dior selfie filter in private video chats on
Instagram since it released in early September.

10. AR Technologies
∙ Instagram
- Selfie filter: the smile of users can trigger a blooming
effect around the flowers
- Background music: soundtracked by Janis Joplin’s
Cry Baby
- Back-camera filter: the camera can recognize the new
Miss Dior perfume bottle and makes the flowers bloom
around it
∙ Snapchat
- 180 LUXE partnered with GoSpooky to co-create an
experience of displaying a full floral garden blossoms
from the ground after user opened the filter

11. “We are always trying to develop innovative, never-seen-before formats.
The new capabilities on Instagram and Snapchat, as well as the very
advanced features we have access to thanks to our partners like Google have
helped us to build an augmented experience for our communities worldwide.
It’s a way to leverage and track impactful, best-in-class technologies while
finessing our innovation roadmap for the coming months.”
Marie Lastes
360 Digital and Innovation Manager at Parfums Christian Dior

12. “The creative work that has been developed with Parfums Christian Dior
team is at the crossroads of crafts and arts, and digital advertising. It mixes
illustrative techniques, 3D work and rendering, but also lighting and
editing, with a strong focus on user experience and pushing technical
boundaries. As a result, the campaign can become truly dynamic,
immersive and have genuine cultural value to the Miss Dior community.”
“These filters help brands achieve visual word of mouth.”
Laurent François
Managing Partner of 180 LUXE

13. My point of views
∙ Snapchat, being a significant multimedia instant messaging app widely used by
Generation Z, has huge influence. Recognizing the communication preferences of Gen Z
and their inclination towards private sharing, Dior strategically utilizes AR filters on
Snapchat to connect with this demographic digitally, making the brand's content valuable
for exchanges.
∙ Instagram, another prominent social media platform, is widely popular among the
younger generation. Users frequently use filters, share stories, and create content,
contributing to the platform's dynamic and engaging environment.
∙ Leveraging filters for promotion on both platforms can effectively boost engagement, as
well as to craft a visually stunning and imaginative environment. This approach allows
consumers to immerse themselves in the captivating world of Miss Dior and grasp the
essence of the product concept directly through their smartphones. Meanwhile, as users
share their images and videos featuring the filter and Miss Dior Perfume, it serves as a
promotional initiative contributing to the visibility and promotion of Dior.

14. The End
Thank you for
watching!