Conceived and led an AR treasure hunt mechanic combining a custom camera app, influencer amplification and on-ground activation, generating 4.6M impressions and 11,000+ pieces of UGC across campaign channels.
AR Integrated Social Media Contest
2 Months
Dabur Real Nepal
Real Fruit Juice needed to cut through with a young, digitally native audience without relying on a conventional media budget. The brief called for a campaign that would earn attention rather than simply buy it, something participatory, shareable and genuinely unexpected for the FMCG category. I led an AR-integrated treasure hunt experience built around a custom campaign app mechanic. Players used the app to hunt for hidden clues across physical and digital spaces, turning passive consumers into active participants and active participants into content creators. The campaign ran simultaneously across influencer channels, on-ground activations and owned social, generating 4.6 million impressions and over 11,000 pieces of user-generated content.
