ZIMMERMANN X SMARTZER: SPRING RTW 2021

Zimmermann combines natural flowing florals with technology to create two iconic, state-of-the-art shoppable videos.

Objective

Using Smartzer's interactive video platform, Australian luxury fashion brand, Zimmermann, created a shoppable campaign video and runway experience. The timeless and elegant Ready To Wear 2021 Wild Botanica Collection exudes quality through the immersive and interactive video for Spring. The collection was entirely purchasable from the two technologically advanced videos, providing a memorable and unique e-commerce experience for their customers. Zimmermann applied Smartzer's interactive overlay to both the campaign and runway videos, adding a variety of exclusive products ranging from sleek shoes, gorgeous handbags and beautifully styled clothing options. Reflecting the themes of a spring garden in bloom, the videos seamlessly complimented Zimmermann's brand image and allowed for easy product discovery and purchases for their site visitors.

Execution

Both campaign and runway videos featured the interactive and clickable Smartzer overlay which integrated them both into the Zimmermann landing page. The consumer feels as though they are a part of the videos as they click to explore various looks. A group popup provides all items shown on the screen which viewers can select to transport themselves to the product page to add to their bag and complete a purchase. A shoppable sidebar allows consumers to browse all looks as the video continues to play. Both videos were deployed on Zimmermann AUS, US and UK websites to encourage global sales. The Zimmermann sales tracking tool allowed the brand to effectively use the intelligent cross-market ability of the Smartzer player.

Explore the campaign video: Spring RTW 2021 Campaign

Explore the runway video: Spring RTW 2021 Runway

Results:

• Seamless integration onto Zimmermann e-commerce landing page

• Interactive video reflecting Zimmermann's luxurious brand image

• Clickable hotspot technology across an interactive overlay

• Up to date URL's direct the user to product pages

• Browsable product carousel to explore as the video plays

• Group popup that pauses the shoppable video

Want to make an interactive video? Visit Smartzer's website here!

Conclusion

Zimmermann effectively combined refined technological software with their naturally beautiful Spring 2021 collection. The result is two engaging and charming product videos that flow without clumsy interruption. The subtle product overlay allows for easy product discovery and purchase. Each video presents a variety of looks in a variety of ways giving the viewer a complete and clear view to buy in confidence. The exciting, dynamic runway video gives the consumer a front row seat to Zimmermann's latest collection bringing the offline show, online connecting the brand and customers. By using an interactive video platform, the videos has helped to drive strong sales and clearly demonstrates how shoppable video can captivate and convert.

BLOOMINGDALE'S UAE X SMARTZER: NEW DAWN

Bloomingdale's collaborated with Smartzer to create a shoppable campaign for all of the family.

Using Smartzer's interactive video platform, Bloomingdale's UAE created a shoppable video just in time for Ramadan.

In the immersive, dynamic video, a variety of models demonstrate a variety of products from handbags to clothing to jewellery and more. The exciting, clickable campaign allows viewers to find out more information about several products, engaging them and informing them at the same time.

Execution:

Smartzer's interactive video platform allowed Bloomingdale's to tag their video with products to make them shoppable. Products were added into a clickable overlay via Smartzer's Product Import feature. The video was seamlessly integrated into Bloomingdales campaign landing page and customised to match the brands e-commerce style. By clicking on product hotspots, viewers can find out pricing and product details as well as add the item to their bag to purchase. As a result, Bloomingdale's was able to create a sleek and stylish campaign that supported video interactivity.

Explore the NEW DAWN campaign on Bloomingdale's UAE website here!

Results:

• E-commerce placement

• Add to bag CTA

• Size personalisation

• Multiple product links for easy product discovery

• Shoppable carousel

• Group popups

Conclusion:

As a result, Smartzer and Bloomingdale's generated a shoppable video that featured multiple products for men, women and children. By using video interactivity, Bloomingdale's successfully created a campaign that informed consumers and encouraged them to add products to their baskets without leaving the video. The video's family focus provides something for everyone, encouraging families to celebrate Ramadan traditions and create new ones through fashion.

Find out more on how to create your own interactive video with Smartzer here!

BEST 5 WAYS TO USE INTERACTIVE VIDEO

Text, standard videos, graphics and gifs are great content marketing formats. However, these still remain ultimately passive user experiences. No matter how exciting, interesting or attention grabbing, only interactive video has the power to turn the passive viewer into an active participant.

Brands can tag videos with products on an interactive overlay. This creates hotspots that viewers can click, swipe, spin and more to find out information about products. Using interactive video content marketing can provide businesses with clear metrics as every click that occurs in the video can be measured! This makes it a valuable tool for measuring the effectiveness of campaigns.

Check out these 5 examples for inspiration on how to make interactive video that engages, immerses and impresses your consumer.

1. SHOPPABLE VIDEOS ON E-COMMERCE AND SOCIAL MEDIA

Smartzer's interactive video platform allows users to turn new and existing video content into dynamic, immersive clickable marketing content. Using an interactive overlay, brands tag videos with product images, URL's, text, via product feeds and API's. These videos are shareable across social media and can be implemented seamlessly into e-commerce landing pages.

Valentino used Smartzer's software to create a video featuring multiple collections. Viewers could click on an item modelled to open a popup and add the product to their bag, or follow a link to e-commerce. The shoppable carousel alongside the video allowed viewers to browse as the video played.

The Valentino shoppable video experience included the following features:

• Seamless Add to Basket integration giving users the ability to shop instantly on the Valentino website

• Shoppable carousel alongside the video that features all items

• Sharing across all social media channels including Facebook, Instagram, Pinterest and Twitter

• Campaign launched globally with each market seeing an automatically language and currency optimised version of the shoppable video experience

• Automatically optimised for mobile experience

2. INTERACTIVE LIVESTREAM

The Bambuser app allows brands to incorporate livestream into their video content marketing strategies. The add on lets brands embed a code on their e-commerce that allows them to set up streams one-to-one or one-to-many. Brands upload product links prior to the stream so that viewers can shop along by adding items to their baskets from a shoppable carousel. There is a chat room that allows consumers to communicate with stream hosts, by asking questions or giving feedback. Bambuser brings the benefits of in-store shopping online.

Bambuser previously worked with Swiss electronics retailer, Kjell. “One thing we are always striving for is to have the best service in retail,” says Jonas Swärdh, Head of Education at Kjell & Company. “We wanted our sales personnel to meet our customers online to show them that our company's service is off the charts". So, they set up a one-to-one streaming service with the app.

Features:

• service available in 126 Kjell stores

• 800 store associate hosts available to take calls

• bespoke one-to-one customer service experience

• e-commerce booking system

• video chat, audio chat or text only chat options

3. GAMIFICATION

Through gamification, you can easily convey your brands message while educating and entertaining your audience. Through branching technology you can easily gain data from the choices your consumer makes. Cinema8 helps brands create gamified experiences through interactive video. Various interactive actions can be connected to the clickable areas on the video. These buttons, hotspots, links, images can serve your intended purpose such as opening a web site, jumping a specific part on the video, opening another video, opening popups, audio or trigger something else. Cinema8's platform lets brands create immersive video content through drag and drop methods. Videos can be made interactive in minutes without needing any technical knowledge and skill while creating the contents.

Above an example of Cinema8's gamified recruitment experience. In the video two employees are working in the same office, the company manager wants to choose someone for management. The viewer acts as a manager to answer the question 'What makes a better leader?'. This video was prepared for International Women's Day to discuss ideas of gender equality.

Features:

• Clickable hotspots

• Time queues

• Data measuring

• Personality results, an accurate outline of your viewer

• High engagement rates reduce user drop-off

4. VIRTUAL REALITY 360 EXPERIENCES

VRCraftworks high-tech platform allows brands to creat 360 degree virtual realities for viewers. Unlike traditional user interfaces, a 360 VR experience places the user inside the video. Instead of viewing a screen in front of them, users are immersed and able to delve into the created worlds. VR can give users a near real life experience allowing these applications to evoke real emotion and presence within the created environment. The platforms partnership with Quark Expeditions saw the company embed the 360 degree video within an application. Using an innovative video compression technique, VRCraftworks deployed the 10G video within the application as a 1.25G file. This allowed for the highest good quality distribution.

Results:

• unique method of selling a £15,000 holiday

• effective insight into Antartica

• immersive VR experience

5. B2B INTERACTIVE WHOLESALE

JOOR's interactive video platform supports buying with confidence through dynamic and 360 degree imagery. Brands can share their collections and make shoppable videos and images by adding hotspots. The interaction videos allow retailers to clearly see products online by clicking, zooming and spinning. The dynamic interaction videos provide stylistic content of shoppable designer interviews and runway shows. The call-to-actions encourage a "see now, buy now" philosophy. Brands can also personalise and merchandise looks for virtual market appointments with the edit story board. This adjustable feature creates a bespoke experience for retailers looking to buy products.

Sustainable fashion brand, Tribe Alive, streamlined processes and powered wholesale growth with JOOR. Showrooms alone weren’t getting the Tribe Alive mission across to buyers fully. Wholesale success depended on finding a way to consistently communicate the brand’s story because it’s an essential part of their product.

Results:

• 200% company growth

• 138% retailer growth

• Effective story telling of the brand's sustainability

• Effective retailer interaction and understanding through interactivity