Online eyewear store, Clearly.com.au, has become the first Australian brand to use Augmented Reality (AR)-powered ads by Facebook with Virtual Try On (VTO) features.

The brand’s try before you buy idea came from Atomic 212°, which developed the strategy that identified a new key proposition for the brand – to recreate the in-store experience online. AR is a popular way using try before you buy top trigger online purchases. Atomic 212° and Clearly.com.au worked to expand the reach of this tool by converting it to an ad in a Facebook user’s news feed.

Users who are targeted by the ad simply tap the image to launch a live AR try-on of frames, all within their Facebook feed.

The Facebook user enables their smartphone camera can click Try On to see in what a pair of glasses looks like on their face. If the user likes the product, he or she can click through to the Clearly site to buy those frames or view more frames. The tool launched last year and has already proven incredibly popular.

Clearly.com.au general manager, Duncan Brett, commented, “We launched the AR try-on on our site last year and already have seen it resonate with consumers. Furthermore, by removing barriers for online optical purchases and turning the AR tool into an ad, we’re now able to reach potential customers who may not have known that virtually trying on before you buy is even an option.

“We are excited to be the first in Australia to make it easier for customers to access frames online that they know will look great in person and we’ve conducted thorough testing to ensure our customers’ experience of our AR tool is second to none.”

Atomic 212° chief digital officer and partner, James Dixon, added, “Bringing the VTO tool to Facebook ads in Australia is a fantastic step in positioning Clearly.com.au as Australia’s premier online retailer in the category.”