Updated: Aug 24, 2021
HOW BMW TRANSFORMED THEIR FACEBOOK AD CAMPAIGN INTO AN ENGAGING INTERACTIVE EXPERIENCE FOR THE NEW 2020 BMW 4 SERIES COUPÉ
Photo: Screen capture of BMW 4 Series interactive video.
Objective
The distinctive new BMW 4 Series 4 coupé is a car that provokes a sense of athletic confidence from every angle. The vehicle features a unique kidney grille, short overhangs, and frameless windows. In order to promote the latest head-turning 4 Series model, the team at BMW and Wavemaker UK sought to entice and capture top of the funnel UK consumers with a Facebook & Instagram campaign to match.
Execution
Video: BMW Series 4 interactive ad, Instagram user experience.
In order to deliver upon the campaign KPIs, Smartzer's interactive platform was used to build a custom BMW interactive video that could be launched directly from the Facebook and Instagram ad units. In order to transform the regular image and video assets into an interactive player Smartzer first built a custom video overlay to ensure a fully branded experience. The interactive player containing all the assets was then placed as a call-to-action URL within the Facebook ads manager on a range of different ad sets and campaigns. A smart media plan was orchestrated by the team at Wavemaker UK and the ads were run across the Facebook ad network, for audiences to discover and engage with. While interacting with the video, users were able to discover the range of different new features on the car and click-through to the BMW Series 4 landing page.
Results
Video engagement = over 33%
Video CTR = over 23%
60% of clicks generated from clicking on the video
Conclusion
Capturing the attention of users through the noise of Social media can often prove challenging, however, as many businesses are struggling to engage with consumers physically, boosting engagement online has become a must. The new BMW 4 Series Facebook & Instagram ad campaign not only caught the eye of consumers but also their fingertips. Through the simple use of the Smartzer overlay prospective BMW 4 Series drivers were introduced to the new vehicle in a seamless and memorable way, setting the tone for many campaigns into the future.
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
- Apr 28, 2020
Updated: Feb 12, 2021
During these challenging times, brands around the world have been forced to engage with consumers in a different way, with many adopting a digital-first approach. This is particularly challenging for Luxury brands as providing a special client experience throughout the customer journey is of the utmost importance and for many, it is the foundation on which their success has been built on. Luckily, there are ways in which Luxury brands can address these challenges online and deliver unique customer experiences that our clients are exploring today.
As part of their E-workshop series, LVMH invited Smartzer interactive video platform and Hapticmedia to share how luxury brands can provide the experience their customers normally have in their retail stores into online channels. Both companies have been part of the prestigious LVMH La Maison Des Startups program.
The webinar covered the following topics:
- Introduction to LVMH innovation ecosystem & importance of making consumers feel special
- Smartzer: Utilizing interactive video technology to engage consumers online via video ecommerce and shoppable video
Desktop experiences onsite: How to use the interactive video platform to tag videos in order to turn simple video assets into interactive video experiences.
Mobile experiences onsite: With an increase in time spent on mobile devices and the more challenging navigation, providing an interactive video experience that is optimised for mobile devices is critical.
Shoppable Instagram Stories: Consumers are spending a lot of time on social media, especially on Instagram Stories. Smartzer’s technology can be used to make the stories shoppable and interactive.
Newsletter interactive video: Email is a powerful way to communicate with customers - adding in interactive videos will make the experience feel more special and drive higher engagement.
Turning campaign images into interactive experiences: The COVID-19 situation has created many challenges around creating content. Smartzer now also enables shoppable images to provide more flexibility with content.
- Hapticmedia: Creating 3D immersive experiences online to recreate the emotion between the product and the consumer. Enabling users to experience products and personalise them through a 3D experience drives increased engagement and conversions online.
View the webinar here:
Since joining the LVMH La Maison Des Startups it has always been a privilege to be part of such a valuable network and we give special thanks to the Station F team for having us present when it matters most.
Get in touch for more details about the Smartzer interactive and shoppable video platform 😎