Dior
Launched on the day of the Dior fall 2019 show in Paris on Feb. 26, the filter racked up more than 2.6 million impressions in the first week of its existence: From Feb. 26 to March 5, a total of 2,216,802 Instagram users saw the filter, either in Dior’s Instagram Stories or via other users — models Karlie Kloss and Natalia Vodianova both shared their AR experiments on their personal accounts — and 446,127 Instagram users tried it out themselves.
The house is aware custom AR filters are a way to “boost traction:” “In order to access the filter, users need to either follow the brand on Instagram or visit their profile to try it out,” Dior said. “The filter can also be tried by someone who sees a friend using it on Instagram Stories, which means Instagram AR filters are basically designed to go viral. They represent a huge growth opportunity.”