Updated: Sep 7, 2021
With many of us stuck inside as a result of the global pandemic, our attention has turned to Netflix, Zoom, social media and of course, online shopping.
In fact, in January 2021, online transactions increased by 39.7% compared to the index period in Jan 2020. Not only this but the global conversion rate has increased by 40.3%. A huge jump in as little time as a year!
This rapid increase in online traffic has caused many brands to rethink their marketing strategies in order to keep up.
Interactive and shoppable video helps brands to maximise the value of their content by providing clear information and generating direct conversions.
The engaging format grips huge audiences and allows for easy analysis of metrics, every action that occurs within the clickable video can be measured. This makes video interactivity a vital and stand-out tool for brands in a rapidly advancing digital world.
So, it comes as no surprise that brands are seizing the opportunity to incorporate the tech in 2021. Here are our favourite shoppable and interactive video campaigns created using Smartzer's interactive video platform.....
1. PROMOD: MORPHO DENIM CAMPAIGN
French fashion brand, Promod, partnered with Smartzer to master the art of shoppable video and provide a guide to buying jeans online.
Style Advisor, Valerie, demonstrates Promod's jeans and shows the viewer how to style them for multiple body types. Finding the perfect pair of jeans can be a chore. With this informative video, users feel confident enough to buy online, without seeing the product in real life. Viewers could click products and choose their favourites from a shoppable group popup. The 'Je Fonce' call to action would take the viewer to product pages to add to basket and complete purchase.
The shoppable video included the following features:
Clickable overlay, tagged with products using Smartzer's product import feature.
Shoppable group pop up and carousel
Mobile optimisation
Results:
Engagement rate of over 55%
CTR of over 10%
2. BROWN THOMAS & ARNOTTS: SHOPPABLE VIDEO
The retailer successfully transformed online content into immersive, interactive experiences.
Brown Thomas teamed up with Smartzer to create interactive videos across their e-commerce. They successfully transformed their AW20 campaign into a branded shoppable video using Smartzer's player. Using the live player, Brown Thomas took the opportunity to create shoppable, Livestream beauty masterclasses, ranging from makeup tutorials to Christmas tree decoration. Users could add items directly to their basket while viewing the videos.
The interaction video's included the following features:
Bespoke, custom style, to match Brown Thomas's site style
Fully integrated player into the Demandware API
Add-to-cart functionality
Shareable across social media and e-commerce
Results:
Average engagement rate of 55%
Average CTR of 18%
3. BMW X WAVEMAKER X SMARTZER: INTERACTIVE INSTAGRAM & FACEBOOK AD CAMPAIGN
BMW stood out from the crowd on social media to deliver an immersive experience with help from Smartzer's interactive video platform.
Promoting the new BMW 4 Series coupé, the interactive video captured the sleek, stylish athleticism of the car. Audiences could click the video to explore various aspects of the vehicle in more detail and then click through to the BMW Series 4 landing page.
Interactive features included:
Custom video overlay for interaction
Optimised for mobile devices
Shareable across social media
Interactive player containing all assets placed as action URL in Facebook ads manager
Results:
Video engagement was over 33%
CTR was over 23%
60% of clicks generated were from clicking on the video
4. ARNOTTS COOKING CLUB: INTERACTIVE AND SHOPPABLE COOKING SHOW
Using Smartzer's interactive video platform Arnotts created an immersive, one-of-a-kind, clickable cooking show. Chef, Donal Skehan, takes the viewer on a culinary journey to create a spicy harissa lamb dish. As the video plays the viewer can click on various hotspots in an interactive overlay to find out the product information on cooking utensils. The video pauses and then displayed call-to-actions to encourage viewers to 'shop now' or 'add to basket' directly from the video. The fresh take on interactive video saw Smartzer delve into an exciting new product genre.
Interactive features include:
Shoppable carousel sidebar
Clickable hotspots
Group popup
'shop now' 'add to basket' CTA's
Seamless e-commerce integration
Results:
71% engagement rate
14% click-through rate
View the tutorial here!
5. VALENTINO SPRING 21 DIARY COLLECTION: SHOPPABLE CAMPAIGN VIDEO
Valentino and Smartzer joined forces again to create a shoppable campaign video for their new Spring 21 collection. The bright, colourful, and refreshing video featured clickable areas where viewers could find out more about the clothes the model was wearing. When clicked a group carousel would show with the option to visit product pages and 'add to shopping bag' CTA.
Interactive video features:
Live product API feed integration
Product carousel
Clickable hotspots
Quick buy function
CTA 'add to shopping bag'
Onsite integration
Results:
44.67% engagement rate
12.79% click through rate
View the campaign here!
IF YOU WOULD LIKE TO LEARN MORE ABOUT HOW TO MAKE YOUR VIDEOS INTERACTIVE AND SHOPPABLE
Updated: Feb 12, 2021
How to drive conversion on Instagram story ad campaigns with Smartzer MINI pages featuring shoppable items
While browsing one of the world's most popular social media apps it doesn't take much to become disinterested in a story or a product with a simple act of a swipe looming right at your fingertips. Running paid media on Instagram can be challenging and expensive, however having got the right media plan and content in place, too many campaigns are being let down by poor bounce rates and clunky landing pages that are difficult to navigate. To combat this, it's now never been easier to generate lightweight multi-product pages for your Instagram Stories with Smartzer MINI pages. Read how Smartzer helped one of the world leaders in originality and creativity, Paco Rabanne, achieve excellent results on their Instagram Story ads below.
Objective
The challenge was to enable direct and seamless product discovery and shopping for items featured in the Instagram Story Ad video. The existing solution is based on linking the story ad to the brand website, however, the landing page product relevance is low and long loading times of the website result in a low landing page conversion.
Execution
A shoppable Story Ad format was created through the Smartzer system where a swipe up on the story instantly opens a [MINI] page with all shoppable products and a direct link to shop via the brand’s e-commerce. The product details such as name, price and click-through link were optimised for language and currency for both markets.
Results
By adding the Smartzer [MINI] shopping page as a “filter” between the original video ad and the Paco Rabanne website, the campaign resulted in driving more qualified leads to the website, demonstrated by the increase in Add to Cart Conversion. The fast loading of the [MINI] page compared to the Paco Rabanne website also resulted in a significant increase in Landing Page conversion, and therefore reduction in the cost per Landing Page.
Compared to the test case, Landing Page Conversion increased by 82.5% on average across both markets.
Compared to the test case, Smartzer reduced cost per Landing page from an average of £12.39 to £5.67 across both markets.
Compared to the test case, Smartzer increased Add to Cart Conversion by 18.8% on average across both markets.
Interested in finding out how Smartzer can help your campaigns? Click here to request a demo with us today.
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
Want to make your video shoppable? Try Smartzer free for 14 days
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.