• Karoline Gross

TOP 5 INTERACTIVE AND SHOPPABLE VIDEOS IN 2021

Updated: May 17

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


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