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Moving Pictures - Unlock the ROI Of Online Video

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Moving Pictures - Unlock the ROI Of Online Video

Usage of online video continues to grow at a significant rate and has now become a key pillar in many marketing strategies.

  • Video accounted for 64 percent of all consumer Internet traffic in 2014
  • Videos on Facebook now receive over four billion views per day - helped significantly by Facebook’s auto-play settings!
  • PwC anticipates that video will be the fastest growing area of Internet advertising in Australia, tripling in value in the next 4 years
  • Nearly 1 in 3 millennials confirmed they have purchased a product as a direct result of watching a tutorial or how-to video about it

Organisations are investing a great deal in their video content strategies and are using the medium as a powerful and engaging tool to communicate brand and product concepts.

One key aspect that has historically been overlooked is driving action from video content. A number of brands are leveraging shoppable videos that highlight design trends via a brand ambassador or stylist to discuss what’s hot. Shoppable video then makes it easy for customers to find the full product details and purchase online. The critical factor is to deliver engaging content that showcases products whilst intertwining a story that compliments the viewing experience.

Leading examples of mixing video content and action include Burberry’s runway video which is an elegant example of melding new fashion looks with shopping abilty; Kate Spade with their beautifully executed campaign featuring Anna Kendrick - The Waiting Game and Joyus who use this technique for nearly all of their products online.

Video can be a very effective medium to communicate difficult concepts online such as size and scale of products, demonstrate features and benefits for complex products, address issues that may arise post sale and provide product tutorials.

Ultimately, video content is great at communicating engaging and emotive concepts and should be used to bring your brand alive.

Keen to learn more? Come along to my Online Retailer Conference session - Moving Pictures: Unlock the ROI Gold in Online Video on 22 July where I’ll cover video trends, making content actionable and provide insights on creating effective video content.


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Netshoes Tiny Pop-Up Store

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Netshoes Tiny Pop-Up Store

Netshoes, a Brazilian eCommerce sporting goods company has recently launched its first physical store. That 'store' was so tiny that is was squeezed in between two other shopfronts on one of the most popular shopping streets in São Paulo. The pop-up store essentially made over 40,000 products available in a space slightly larger than an iPad. It also exposed the brand to over 35,000 daily passers-by.

The campaign execution is pretty simple and a good PR opportunity for an online only brand. This is further evidence of pureplay retailers continuing to test new retail formats

What other dormant space exists in city centres, malls or airports that could be transformed for your brand?
 


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Realtime Shoppable Billboards

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Realtime Shoppable Billboards

Topshop is again using social tools to drive customer awareness of fashion trends and make those trends instantly shoppable. They have continued their democratisation of London Fashion Week with their latest #LiveTrends campaign which brings the catwalk action to billboards across the UK.

Six billboards in London, Leeds, Birmingham, Manchester, Liverpool and Glasgow presented the trends straight from the catwalk. Key trends were highlighted on the Topshop billboards as hashtags. Examples included #checks, #70s or #modernism, which allowed customers to tweet @Topshop and receive a curated online shopping list inspired by the trend. Topshop's eCommerce team had created merchandised looks ahead of time to allow them to respond instantly. All billboards were located within a ten-minute walk of Topshop for those not wanting to get their fashion fix online.

Topshop partnered with digital out of home provider Ocean Outdoor and Twitter for the live stream show, whilst Australian start-up Stackla provided the tools for social curation and aggregation.

The campaign appeared to generate positive results with an average 25% uplift across all featured trend categories (compared to the previous week). In particular, sales of the #moderism featured products were up 75% compared to the prior week.

Live advertising such as this is still in its infancy, but there are strong links with existing customer behaviour. One key takeaway is that customers are now double screening away from home (that is using a mobile or tablet device whilst consuming other media such as TV and now billboards). This will be a media consumption and interaction trend to watch.

See the campaign in action below:

Checkout Topshop's previous Fashion Week social campaigns.


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The Power Of Haul Shopping Videos

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The Power Of Haul Shopping Videos

Haul videos are short product review videos posted online (generally to YouTube), predominantly by teens and young women espousing their adoration of recent fashion,  make-up and accessory purchases.

Haul and other shopping related content on YouTube has continued to explode with unboxing videos, product reviews and haul videos all increasing their importance in the shopper research process. Haul video views spike during key shopping periods and peak during the US holiday shopping season - primarily during Black Friday and Christmas.

The trend is clear:

  • Videos with “Haul” in the title have been watched more than 1.1 billion times on Youtube and views are up 170% year on year
  • People watched 5.6 million hours of haul videos this year alone.

This trend has seen the rise of a new generation of fashion influencers like Bethany Mota who is reportedly making half a million dollars annually and has 4.8 million YouTube subscribers (more than Lady Gaga)! There are also some great local examples of haul video success with Shoes of Prey seeing amazing results with a campaign they ran in 2010 with a 16 year old vlogger, Blair Fowler. Blair's video had over 450,000 views at the time and more than 90,000 comments (from people that were encouraged to visit the site, design shoes and write a description of the shoes for a competition). The outcome was that the video was the 5th most viewed video on YouTube for that day and contributed a massive spoke in traffic (although not instant conversions) for Shoes of Prey.

It's clear that video content isn't just being used for research ahead of time. Customers are also consuming video content whilst they’re in stores to help them make decisions. Google research has indicated that one in four shoppers say they've used YouTube to search specifically for a product they’re considering while in store.

Checkout how retailers are using video to drive site conversions for additional examples of video usage throughout the purchase process.


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TopShop Social Commerce

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TopShop Social Commerce

TopShop have upped the social fashion game and created a new Instagram/ Facebook powered social catwalk. The initiative allows people from anywhere in the world to participate in the London Fashion Week event by viewing styles in Facebook as they move down the catwalk and allowing them to be purchased immediately after the show - true democratisation of a large fashion event.

Social commerce = better access than the front row…

Social commerce = better access than the front row…

Also as part of the initiative, 5 VIP Instagrammers gave their own unique take on the fashion show and the behind the scenes action - a great way to scale engaging content and leverage existing social audiences.

Finally, TopShop allowed all customers to participate in the campaign themselves using the #TopShopWindow hashtag which aggregated posts in an “interactive digital mosaic” featured in the window of their Oxford Circus store. As well as showing shiny user generated content, TopShop analysed the style trends that people were tagging and changed featured store stock accordingly – great usage of customer data driving action.

TopShop haven't released any results from the campaign to date, however the #TopShopWindow hashtag had 1,200 posts in the first 3 days.

TopShop have executed a really strong integrated campaign that looks to have set the benchmark for digital in fashion. What other great social commerce examples have you seen?



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Customer Experience - Fiat Style

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Customer Experience - Fiat Style

Fiat in Brazil has recently launched an innovative digital retail showroom Fiat Live Store, created in conjunction with Brazilian firm Agência Click Isobar. The site allows customers to have a one-on-one virtual tour of their selected car model in a showroom studio. Salespeople wear special headsets featuring high resolution cameras and a microphone to interact with buyers and give customers an in car feeling.The headset has been custom built and is a first generation device. I'd expect that it will reduce in size over time - think a Google glass led sales experience.

One of the key points of difference is the notion of the virtual showroom - the tool uses real cars, not rendered products, allowing customers to view the actual products themselves. The experience allows for answering specific technical questions and viewing customised configurations as well as just 'tyre kicking'.

The aim of the service is to shorten the purchasing consideration process and help people determine which model suits them, before visiting the showroom in person. The strategy makes sense with research indicating that around 80% of customers go online before heading to the point of sale - if you're not attracting customers with an immersive online experience, you won't get them to your stores. 

The live store aligns with generational trends towards customer's pre-shopping habits and being empowered to know more than the salesperson.

The concept has been well received, it has recently won a Bronze Lion in the Media category at Cannes and a Lion in the Innovation category. The project to date has delivered 465,000 unique visitors and prompted 67% of users to book test drives (surely some great warm leads!)

Check it out at http://livestore.fiat.com.br (in Portuguese) 

How could this be adopted in other sales lead verticals? Virtual walk throughs for realestate? One-on-one viewings of luxury items? Let me know your thoughts.



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