Updated: Jul 22, 2020
In partnership with Smartzer, Sephora has released their Christmas video campaign promoting the Christmas gifts for the French market on their website. The interactive video features 35 unique and affordable christmas crackers that reveal products such as the Kat Von D Eye and Lip Duo, Too Faced best sellers and Sephora’s own collection. Packaged in festive crackers, the gifts are made shoppable and easily accessible to consumers through Smartzer’s shoppable video html5 overlay tech.
(The Smartzer optimised Sephora FR Christmas interactive video as it sits on the sephora.fr site. Click here to view and discover the video live)
Sephora interactive video Christmas campaign
The interactive video is easily shoppable and prompts consumers to engage with the products in a fully optimised and aesthetic design. Clear call to action buttons allow customer to add directly to their cart (‘AJOUTER AU PANIER’) from within the video, maximising engagement as consumers watch the video. The CTA makes the shopping experience intuitive and successfully converts curious viewers into purchasing customers through the video. As has been seen in other Smartzer projects, consumers are far more likely to engage and purchase products through these optimised videos.
Creating and engaging brand website
The video sits on the sephora.fr site, on the homepage for the christmas promotions. The flow of the interactive video is intuitive, and encourages consumer engagement, which leverages the high-quality video content to generate sales directly within the video marketing content. The embedded shoppable video experience drives up engagement with the products, whilst ensuring the consumer does not disengage when they click on the first product of interest that they see. Smartzer helps Sephora maximise on their video content in a tangible way.
Interactive videos collecting consumer data
Sephora benefits from Smartzer's shoppable technology in a multitude of ways. One more of the services wrapped into the package from Smartzer is consumer behavioural data. The interactive video collects KPI based data on all consumers of the video, from all viewing platforms and all channels of distribution, be them social, in paid ads or on their own website.
Click-through rates, product engagement, add-to-cart clicks, dwell times, view-through rates and many more metrics and analytics are collected by the Smartzer enhanced video, and is reported back to Sephora. Clients can use these data points to inform their future campaigns, and make smarter and more targeted video content - as well as strategise their product line-ups for subsequent campaigns video or static.
A beautiful interactive video to match every brand
The single link to the video on the Smartzer platform automatically optimises itself for viewing on any device, and the entire video overlay is design in-house at Smartzer to match the vibe of the client brand aesthetic and the design of their website.
Smartzer and Sephora have partnered on multiple projects, to create and distribute engaging videos. Smartzer tech helps monetise video content and has been successful in increasing click-through rates and product discovery journeys both within the interactive videos and without - around the brand website. Come the Christmas season, quality video content marketing materials are being produced by brands in the beauty industry and outside it too, targeting consumers with strong buying intention and capturing their attention. These engaged consumers are increasingly, with the help of Smartzer tech being converted into revenue generating leads and valuable sources of consumer behavioural data.
- Nov 7, 2018
Updated: Jul 22, 2020
(A play-through demonstrating Smartzer's interactive video overlay tech at play, as seen on the Feelunique website)
As the Christmas season approaches, more and more brands are gearing up their marketing for the festivities and the onslaught of sales potential the season brings with it. Feelunique, one of the leading online beauty retailers in the UK have chosen to enhance their video content created to market their advent calendars with Smartzer tech.
Increasing product engagement
Smartzer has put Feelunique’s campaign video through the optimisation and design process, and the results are clean, powerful and productive. The relatable and eye-catching creative design of Feelunique’s video features gifts for a special guy, an overworked boss or that one vegan friend everyone has - and is made accessible and easily discoverable through a natural and fluid exploration process designed and powered by Smartzer.
Streamlined and intuitive product exploration
Smartzer tech increases engagement with products featured in clickable videos by making the exploration journey intuitive and further steps in the purchasing journey easily accessible to the consumer. The viewers need only click on an item as it features on the screen - by engaging with a targeted click prompt in this instance - to bring up further details. The smooth pop-out extending sidebar has a scroll-through feature, displaying all products in the video.
Consumers can now easily access full details on the products without disengaging with the marketing material or video content. The product details embedded into Smartzer’s side drawers in the video overlay shows the viewer the exact contents of each parcel, prices, discounts and is offered the option to ‘BUY NOW’. This streamlines the shopping process and is one of the tech & design elements built into Smartzer’s unique interactive video overlay tech that supercharges engagement and click-through rates.
(Feeluique's shoppable video powered by Smartzer as it sits on their Christmas homepage)
Smartzer and Interactive beauty videos
Smartzer has in the past worked with numerous beauty brands and retailers, and have had great successes in increasing sales through the optimisation and creation of clickable video content for clients. Household names such as Sephora, NARS and Jo Malone have also partnered with Smartzer to increase engagement with their consumers and to monetise video content.
Data as a driver
The data collected by Smartzer’s smart video overlay informs clients of the traffic on their video, click through rates, view through rates, best performing products, and collects a wider array of analytics from all consumers from the moment the video goes live. Whether it be through the brand website, Facebook, Instagram story or in an ad online, Smartzer enhanced interactive videos are a valuable asset for data collection to inform on future and current marketing projects.
The Sephora campaign which has now concluded provides interesting insight into the value provided by Smarter’s video overlay and shoppable functionalities. The client’s animated product videos were made shoppable with Smartzer tech and the design highly customers, perfected to blend seamlessly with the Sephora website UX. Displayed across the French, Spanish, Italian and Polish regional websites the detailed analytics collected provide valuable insight into the successful increase to consumer engagement and monetisation of video content through Smartzer optimisation.
Increased CTA clicks, click-through rates and engagement through shoppable video
The Sephora clickable video campaign had the following results :
34% CTA click rate. CTA was titled ‘ADD TO CART’
9.2% Click-through rate
46.5% Interaction rate