TOP 5 INTERACTIVE AND SHOPPABLE VIDEOS IN 2020



The events of 2020 have accelerated the need for enhanced ways to showcase new collections digitally, boosting the use of formats such as shoppable videos. According to a recent study by Verizon Media, over three-quarters of brands are looking to invest more in premium video in 2020.



"Shoppable and Interactive poised for growth. We asked marketers and advertisers which emerging formats they planned to invest in during the course of 2020. Both Interactive and Shoppable video ads stood out here. Roughly a third of marketers told us they planned to experiment with these formats in 2020, nearly double the number from last year."   

- Verizon Media, Sept 2020



Adding interactivity to campaigns creates a powerful way to maximise the value of content, both through enabling instant information and direct conversion, as well as access to detailed analytics data. With huge advances in video tagging technologies, brands can now add interactivity to their videos very quickly and easily.


2020 has seen a surge in brands using interactive and shoppable formats across a wide range of sectors from fashion, beauty and luxury to automotive and travel. We have put together a list of some of our favourite shoppable and interactive video campaigns built using Smartzer's new video tagging platform in 2020. Examples include Valentino, MINI, Ba&sh, and London Fashion Week.


1. VALENTINO 360 SHOPPABLE VIDEO CAMPAIGN


Valentino created a 360 shoppable video campaign which was shared across their e-commerce globally, as well as multiple social media channels and email newsletter.



Valentino onsite experience


Sharing the Smartzer video through Valentino Channels



The Valentino video featured multiple collections of items as looks, which is reflected in the player design where clicking on an item opens a popup showing the look image alongside all the shoppable items. All the featured looks are also in a carousel alongside the video for the viewer to explore.


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


SEE LIVE LINK HERE

2. MINI BMW INTERACTIVE INSTAGRAM & FACEBOOK CAMPAIGN


MINI created an interactive campaign for the new MINI Countryman. Facebook and Instagram ads launched an interactive experience where viewers could explore different features of the new MINI Countryman.


MINI used Smartzer's interactive video tools to convert a regular video campaign into an interactive version to drive increased engagement and qualified leads to the MINI website. Users were able to click on different parts of the video to discover more details about each of the new features with a direct link to the full details on the MINI website. The interactive campaign was distributed across Instagram and Facebook.

MINI Facebook user journey



MINI Instagram user journey



The MINI interactive video experience included the following features:

  • Interactive experience customised to match MINI branding

  • Social media distribution on Instagram and Facebook

  • Interactive carousel alongside the video that features all items

  • Automatically optimised for mobile experience


3. BA&SH SHOPPABLE VIDEO SERIES


Ba&sh Back Together shoppable video series


Ba&sh launched a shoppable video series campaign #Backtogether to showcase their latest collection. The video series follows a storyline across three separate videos. When watching each video, viewers can click on products to see additional details such as product images, name, price and a link to shop. All products are also featured in a carousel next to the video.


Ba&sh mobile experience



Ba&sh desktop experience



The Ba&sh shoppable video experience included the following features:

  • Interactive experience customised to match Ba&sh e-commerce website

  • Interactive carousel alongside the video that features all items

  • Automatically optimised for mobile experience

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


SEE LIVE CAMPAIGN HERE


4. INTERACTIVE DISCOVERY VIDEOS FOR LONDON FASHION WEEK


Interactive Designer Diaries, Highlight Reel videos and Shoppable Designer SS21 shows


For the second time since June 2020, the new London Fashion Week digital platform included interactive content to help visitors discover more information and to make it easier to navigate through the site. A selection of videos was made interactive where viewers could click on the videos to discover more information about the designers, videos and interviews with links to designer profile pages. The same technology was used for Designer Diary videos including Raeburn, Liam Hodges, Edeline Lee and Art School.


LFW Interactive player desktop experience


LFW June Highlights Interactive Video



Additionally to the interactive discovery videos, the new London Fashion Week platform also included a selection of shoppable designer videos from designers including Sevda London, Sabry Marouf and Misa Harada where the SS21 collection items were clickable with direct links to shop or to pre-order.


The interactive videos resulted in incredibly high interaction and click-through rates of viewers clicking through to designer profile pages. The interaction rates were as high as 87% (percentage of viewers clicking on the videos to see additional details).


SEE LINK TO A LIVE SHOPPABLE VIDEO


SEE A LIVE EXAMPLE OF AN INTERACTIVE DESIGNER VIDEO HERE



5. RALPH LAUREN SHOPPABLE VIDEO CAMPAIGN LINKED TO AN AUTOMATED RETARGETING SYSTEM


Ralph Lauren launched a new campaign with a shoppable video series featuring characters from the Netflix Elite show


In August 2020 Ralph Lauren launched a new shoppable video series featuring characters from the Netflix show Elite. A separate video was created with different characters from the show, including Jorge López, Mina El Hammani, Ester Expósito, Álvaro Rico, Sergio Momo and Itzan Escamilla.


Each of the videos was made interactive where viewers could click on the videos to discover more information about the products worn by the characters as a 'Shop The Look' functionality. There was also a carousel next to the video featuring all the shoppable looks.



Ralph Lauren mobile experience



Ralph Lauren Desktop experience



In addition to the shoppable videos, the campaign featured an automated retargeting campaign. Products clicked in interactive videos could trigger automatic retargeting ads across the Google network.


The Ralph Lauren shoppable video experience included the following features:

  • Interactive experience customised to match the Ralph Lauren e-commerce website

  • Interactive carousel alongside the video that features all items

  • Automatically optimised for mobile experience

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

  • Smartzer - Google automated retargeting ads




IF YOU WOULD LIKE TO LEARN MORE ABOUT HOW TO MAKE YOUR VIDEOS INTERACTIVE AND SHOPPABLE


CONTACT US

RECENT POSTS

WEBSITES

BLOG

  • White LinkedIn Icon
  • White Instagram Icon
  • White Twitter Icon

Copyright © Smartzer Ltd 2020