ICA GRUPPEN
Retail activation | Instagram
Helping ICA innovate trade marketing through gaming
To stay relevant in a fast-moving social landscape, ICA moved beyond traditional campaigns with this seasonal adventure series. A recurring AR game that blended play, brand storytelling, and performance-driven distribution.
Continuous engagement
ICA set out to make its trade and seasonal campaigns more interactive by moving beyond static ads to a repeatable format that could drive engagement season after season with young, mobile-first audiences.
Scalable & Social
Design a scalable social gaming concept and custom brand avatar that could live natively on social platforms—turning ICA’s seasonal messaging into a fun, shareable AR experience. The format needed to:
- Adapt to evolving seasonal themes and brand partners
- Feel playful while staying true to ICA’s brand world
- Drive both organic reach and paid performance through sharing and ad integration
A recurring AR game series driving engagement across seasons
The Instagram-native AR experience delivered efficient scale, generating 12 million impressions while outperforming benchmarks with a 35% lower CPM and a 312% higher CTR than market average—proving the format’s strength in driving both attention and interaction.
35%
lower CPM than market avg
312%
higher CTR than market avg
12MIL
impressions
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