Updated: Feb 12, 2021
UNLOCKING THE LATEST ZIMMERMANN RESORT CAMPAIGN'S TRUE POTENTIAL WITH SHOPPABLE VIDEO
Photo: Courtesy of Zimmermann
Objective
Captivating audiences online has never been more important for brands in the ever more competitive digital landscape. Long-standing Smartzer collaborator, Zimmermann, is also no stranger to the art. Each new collection demonstrates the immense power of beautiful digital art direction and product design. As part of an ongoing collaboration, the team at Zimmermann sought to apply the Smartzer interactive overlay to their 2020 Resort RTW, Super Eight, collection video. The ambition was to not only provide the users with a way of discovering and shopping the collection more easily but to also do it in a way that compliments the brand image online and featured content.
Execution
Video: Zimmermann Resort RTW 2020, Super Eight campaign page.
The campaign video featured the Smartzer interactive overlay which subtly integrated onto the campaign landing page. Through this frictionless integration, each user was able to access each of the looks featured in the video by simply clicking on the product in the video itself. While the video plays, the users also have the opportunity of exploring each of the looks by clicking on the carousel on the sidebar. The campaign was deployed on each of the Zimmermann Aus, US and UK websites. The Zimmermann sales tracking tool made good use of the intelligent multi-market ability of the Smartzer player, providing unique ids for each market and therefore the ability to separate analysis for each market.
Explore the campaign:
Results
14% Average CTR
34% Overall Engagement Rate
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Conclusion
While the efficacy of a campaign can be hard to gauge on aesthetics alone, this one truly was a good example of how technology can support and not disrupt beautiful content. The high click-through rate and slightly below average engagement rate on the video was a testament to the subtly of the overlay. Seemingly, users who wanted to find out more and purchase the products could and would, while users could also sit back and soak in the content more passively. The campaign also helped drive strong sales over the season, demonstrating how shoppable video can be not just a way of captivating audiences online but also a tool that can have a positive impact on a business's bottom line.
- Jul 13, 2020
Updated: Jun 23, 2021
LAUNCHING THE LATEST VALENTINO COLLECTION WITH A FULLY INTEGRATED SHOPPABLE VIDEO EXPERIENCE
Photo: Courtesy of Valentino
Objective
Over the past few months, it has never been more important to better engage with customers online and that trend is here to stay. For the latest Valentino campaign, the ambition was to deliver a video experience that not only fulfilled a growing consumer need but also enhanced the way customers can shop Valentino products online.
Execution
By using Smartzer’s interactive video technology and in close collaboration with the team at YOOX Net-a-Porter a fully customised cross-platform shoppable video experience was created for each Valentino.com international market. Each item of the new collection was integrated into the video through a live product API feed, enabling live in-video product data to be presented to each user in every market. The onsite video execution also included the Valentino.com quick buy function, which enabled each user to browse the items in the video and directly add them to their cart.
The multi-channel campaign also ran across all Valentino social platforms, including Instagram, Facebook, Twitter, Pinterest and Kakao, plus it was distributed via the Valentino APP and e-mail newsletter. By using the Smartzer GeoLocating tool, the campaign video was easily shared organically, with all users seeing the relevant language and the product information based on the country location of their browser.
Click here to view the video.
Results
24% CTR on Campaign
50% Overall Engagement Rate
60% Average Engagement Rate on Instagram
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Conclusion
With many customers now treating Valentino.com as their local store, the campaign was a welcome new addition to the website. The shoppable video saw very high engagement rates thus providing an effective discovery tool for users on site. Having been amplified through Social media, the shoppable video saw further success in each of the different Valentino channels. In particular, there were incredibly high levels of engagement and click-through rates by sharing the video via the Instagram Bio, highlighting the true flexibility of the technology for each separate Valentino audience. Overall the campaign was definitely one to remember and will inspire many future campaigns to come.
Updated: Feb 15, 2021
REINVENTING LONDON FASHION WEEK WITH A DIGITAL PLATFORM
An image from Bianca Saunders’ collaborative zine We Are One Of The Same. Photograph: Joshua Woods
In a post-coronavirus world, where live runway shows were not possible, Smartzer partnered with the British Fashion Council in order to help reinvent London Fashion Week on a fully digital platform.
Execution
The Smartzer interactive technology was used to convert video content into interactive and clickable experiences and the new interactive daily highlight reel videos from London Fashion Week. The interactive video's were designed to create a seamless and highly engaging way for viewers to experience content on the new platform. With one click customers can instantly learn more about each designer and navigate directly to their profile. This interactive video platform provided viewers with an attractive and easy method of discovering new designers and also allowed designers to provide additional experience and information for their customers.
Click to watch the highlight video from London Fashion Week here.
Results
Average Click-Through rate (from views to designer profile page): 78%
Engagement rate (percentage of viewers who interacted with the video): 87%
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By taking away the usual barriers to entry and captivating the online audiences, the LFW online event was a success with a combined reach of 3.5 million across all platforms, making this a more sustainable option for fashion weeks to use in the future. As an indication of how successful the reinvention of London Fashion Week was, the new interactive video platform will remain live indefinitely with the next London Fashion Week taking place on 18th-22nd September 2020.
The Smartzer interactive videos highlights showed particularly high engagement rates and helped drive traffic to the designer pages, thus acting as a great discovery tool for fashion fans during London Fashion Week. As a second phase of the collaboration, the interactive video technology will be extended to designer runway shows and presentation videos on the new London Fashion Week Digital Platform. The June London Fashion Week 2020 might well be over, but London’s digital catwalk revolution has only just begun.
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