Widen the audience pool

AR glasses were still in the innovators/early adopter phase, and had a very niche and limited audience pool. Our first step was to expand Rokid’s marketable audience size. Looking beyond pure tech enthusiasts, we identified new segments who are tech-savvy or have shown early adoption habits.

Educate, then optimise

Given how new AR glasses were, it was challenging for audiences to visualise how Rokid will fit into their everyday life. The ad content strategy was hence structured around scenarios like movie night and games, showing how AR glasses can seamlessly integrate and upgrade existing routines.

Creative production at scale and at speed.

To improve creative production efficiency, AI was used to build new creative formats and content rapidly, generating variations across copy, visual treatment, and format, without added budget or production hours.

Optimisation and MMM

Throughout the campaign, we used a mix of MMM and our performance optimisation dashboards to ensure that both creative and budget were primed to deliver the strongest return.