Updated: Feb 4, 2021
Zimmermann and Smartzer have partnered to release an interactive video for the launch of their San Francisco store. The Zimmermann Resort 2019 campaign features supermodel Gemma Ward exploring San Francisco during the summer, and highlights Zimmermann’s beautiful intricate yet light designs. The Zimmermann video sits on the brand's website for their international markets.
An interactive video for Zimmermann x San Francisco
Smartzer’s video overlay has revamped the way in which consumers interact with video content. The Zimmermann San Francisco store video is now an easy shopping and product discovery experience. The flow is intuitive, and encourages consumer engagement, which leverages the high-quality video content to generate sales directly from it. The embedded shoppable video experience drives up engagement with the content, whilst ensuring the consumer does not disengage when they click on the first product of interest that they see. Smartzer tech allows brands to maximise on their video content in a tangible way.
Shoppable videos that collect consumer behavioural data
As with all other Smartzer interactive video campaigns, the Zimmermann shoppable video has been collecting behavioural data on consumers since it launched. KPI based metrics and analytics such as click-through rates, engagement rate, view-through rates and more are collected and provided to the client. This valuable data has until now been a lost asset, which Smartzer captures and provides to the client as part of the service. Clients can now use this data to inform their future campaigns, and optimise their future content to generate greater revenue and promote engagement across the board.
Interactive video optimised for mobile, tablet and desktop
Smartzer’s video platform has automatically optimised Zimmermann’s video campaign for all viewing devices - mobiles, tablets and desktops of all shapes and sizes across the world. Capitalising on traffic coming from any source is paramount to understanding more about your consumers, and generating more sales and product discover leads. Smartzer tech makes adapting and providing an easy and seamless experience to all customers easily manageable, as it is all encompassed in a single embed link.
A customised interactive video overlay
The bespoke HTML5 video overlay makes the interactive aspects of the video content marketing campaign blend seamlessly with the overall UX and design of the Zimmermann site. Central to the Smartzer team’s design process is the experience and design aesthetic of the place of distribution for the video. If it is mid or pre-roll for a paid video ad, the design will be tailored to be most engaging and to suit the channel best. If the video is bound of social media distribution, the fonts and entire design of the interactive video html5 overlay will be made bespoke for the feel of the feed, and for optimising engagement there. In this case, the Zimmermann aesthetic was the driving force behind the Smartzer in-house design team. Working with this in mind, the interactive video produced blends seamlessly with the rest of the Zimmermann Resort 2019 feel.
(A photo reel of the Zimmermann Resort 2019 interactive video, and its features being used on the Zimmermann brand site. Click here to view it live and explore its features yourself)
Increasing product exploration and increasing sales through interactive videos
All pieces from each look can be discovered, and more information accessed whilst still in the video - which pauses when the viewer engages with a particular item, to ensure that they don’t miss a single second of the beautifully crafted video content. Clear call to action prompts (‘SHOP’) direct customers to the product page, making an easy and clear purchasing path available to the consumers.
The Zimmermann Resort 2019 interactive lookbook video featuring Gemma Ward in San Francisco, and utilising Smartzer tech has been primed to capture valuable data from their consumers, to generate more sales and to encourage further product discovery. Product clicks direct consumers easily to the product page, where they can view more details and purchase the pieces exactly as they are featured in the video content.
Updated: Jul 22, 2020
Even more immersive, ever more engaging interactive videos.
(The Smartzer interactive video on the Harvey Nichols site, featuring a Marc Jacobs makeup tutorial. Click here to see it live.)
Smartzer and Harvey Nichols have partnered a fifth time to optimise their video content, making a beauty industry a-list artist’s makeup tutorial video even more engaging. The global ambassador for Marc Jacobs Beauty, Michael Ashton - Adele’s makeup artist renowned for creating her iconic cat-eye look. The interactive makeup tutorial is now a shoppable video featuring Michael’s top tips; from dry skin hacks to creating the perfect feline flick, and a walk-through on how to become the master of a smokey eye look.
Smartzer’s video overlay transforms the makeup tutorial into an easily shoppable video, where consumers can intuitively and directly purchase products being used without disengaging or leaving the actual video. This optimisation maximises the view-through rate, and increases consumer engagement, thereby leveraging the video content to generate sales and further product exploration and discovery. The bespoke HTML5 video overlay makes the interactive aspects of the video content marketing campaign blend seamlessly with the overall UX and design of the Harvey Nichols site.
Easy shoppable video creation, in-house design
The video player which sits on Harvey Nichols’ own website, uses Marc Jacobs Beauty products which are featured and can be bought directly through the video. The player has been optimised and designed by the Smartzer in-house team to blend perfectly with the aesthetic design of the Harvey Nichols site. Through communication and immense attention to detail, the interactive video design is cohesive with the overall UI of the Harvey Nichols website. The full design service was provided by Smartzer for an easy, curated and streamlined process.
The Smartzer and Harvey Nichols design teams worked together to create a smoothly functioning and powerful bespoke interactive video that enhances the Harvey Nichols video asset and their design aesthetic. Functionality and an intuitive customer journey through the video and product discovery pipeline was as always at the heart of the process.
Increased consumer engagement and optimisation for discovery and sales globally
Clear call to action buttons (ie. ‘VIEW ALL’ or ‘CLICK PRODUCTS TO EXPLORE’), hot-spots and suggestive click buttons distributed throughout the video encourage consumers to utilise all the features of the clickable video. The smart video draws in the viewer and offers them easily accessible product information, a purchasing button and a link to learn more about the product. All videos are optimised to work beautifully on desktops, smartphones and tablets, ensuring the diverse range of viewing platforms can play the Smartzer smart video overlay with shoppable content anywhere and any time.
The video has been distributed after its Smartzer optimisation and transformation on the Harvey Nichols site.
- 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