AR Effect for
An innovative use of AR ads for a tech-savvy audience.
I led a creative team in a campaign to generate job applications for Facebook Careers. By spending time with current FB engineers, we were able to understand what kind of ads might appeal most to them if they saw an ad from Facebook. The engineers made it clear that face filters or selfie effects wouldn't feel right, so we focused on a AR Effect that would challenge our audience to solve a puzzle in an innovative, tech-forward way.
New AR functionality allowed us to put a virtual experience in the hands of potential applicants.
We gave users just enough clues to get started.
And drove them to a website where they could apply for a new role.
The approach seemed to resonate—we saw a record number of applicants complete the registration process and received tons of positive feedback from people who took part in the experience.