Updated: Feb 12, 2021
UNLOCKING THE LATEST ZIMMERMANN RESORT CAMPAIGN'S TRUE POTENTIAL WITH SHOPPABLE VIDEO
Photo: Courtesy of Zimmermann
Captivating audiences online has never been more important for brands in the ever more competitive digital landscape. Long-standing Smartzer collaborator, Zimmermann, is also no stranger to the art. Each new collection demonstrates the immense power of beautiful digital art direction and product design. As part of an ongoing collaboration, the team at Zimmermann sought to apply the Smartzer interactive overlay to their 2020 Resort RTW, Super Eight, collection video. The ambition was to not only provide the users with a way of discovering and shopping the collection more easily but to also do it in a way that compliments the brand image online and featured content.
Video: Zimmermann Resort RTW 2020, Super Eight campaign page.
The campaign video featured the Smartzer interactive overlay which subtly integrated onto the campaign landing page. Through this frictionless integration, each user was able to access each of the looks featured in the video by simply clicking on the product in the video itself. While the video plays, the users also have the opportunity of exploring each of the looks by clicking on the carousel on the sidebar. The campaign was deployed on each of the Zimmermann Aus, US and UK websites. The Zimmermann sales tracking tool made good use of the intelligent multi-market ability of the Smartzer player, providing unique ids for each market and therefore the ability to separate analysis for each market.
Explore the campaign:
14% Average CTR
34% Overall Engagement Rate
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While the efficacy of a campaign can be hard to gauge on aesthetics alone, this one truly was a good example of how technology can support and not disrupt beautiful content. The high click-through rate and slightly below average engagement rate on the video was a testament to the subtly of the overlay. Seemingly, users who wanted to find out more and purchase the products could and would, while users could also sit back and soak in the content more passively. The campaign also helped drive strong sales over the season, demonstrating how shoppable video can be not just a way of captivating audiences online but also a tool that can have a positive impact on a business's bottom line.