WPP and Snap Inc launch AR partnership

Snap Inc, the company behind social media giant Snapchat, has announced a world first collaboration with WPP to launch an augmented reality (AR) partnership, set to change e-commerce.

On 30 September, Snap and WPP announced that they would be teaming up to launch The AR Lab. The partnership will build brands and deliver immersive experiences using AR technology. 

Snap will be sharing its advances in technology, with a particular focus on e-commerce. These advances will allow WPP clients to connect with their customers on an interactive level. In turn, this partnership is set to drive meaningful results through advancements in AR.

As the first agency to partner with Snap, WPP will be able to collaborate with the social media platform on new products, including the recently launched Snapchat Trends tool. The new feature, which is predominantly for marketers, allows a public overview of the most popular keywords being used on the app.

The AR Lab Strategy Guide will be accessed by WPP. The guide includes how to use Snap’s AR technology to inform creative development. Authentic branded experiences will now be brought to market faster and easier.

Why AR?

Snap saw the necessity of AR after a recent study commissioned by the tech giant revealed 94 percent of people are expecting to use the technology for online shopping. Snap boasts 293 million active daily users. Advertisers on the platform have found that AR campaigns are significant drivers of business. 

WPP has led the way for technology advances and integrating them into campaigns. The group was an early adopter of AR technologies, and has been a market leader in AR capability. GroupM, WPP’s media buying arm, has doubled its 2021 social AR investment in the last year. WPP has continued to pave the way for AR and commerce media activations.

Sanja Partalo, executive vice president for strategic development and partnerships of WPP, has spoken about the new partnership.

“AR has a major role to play in the future of marketing and commerce, from virtual try-on to immersive digital experiences. Snap has built an impressive AR platform and we are delighted to partner with it to ensure our people can access Snap’s latest AR technology and in turn develop richer, more innovative commerce solutions for our clients and their customers,” says Partalo. 

David Roter, vice president, global agency partnerships at Snap Inc, spoke about how the technology and collaboration will lead the industry. 

“This partnership will help brands reach Snapchat users through the camera in ways that are engaging, impactful and drive real business results. We are thrilled to debut this initiative with WPP and look forward to driving this important frontier in marketing and commerce together with its clients around the globe,” says Roter.

Liv Croagh
BY Liv Croagh ON 4 October 2021
Liv Croagh is the Editor of Marketing Mag.