Continuing its successful experiences with Swaven’s Where To Buy solution, L’Oréal recently ran shoppable video campaigns for the brands Cadum and Vivelle DOP, that are part of the LaSCAD branch. By transforming its videos into shoppable offers with Swaven, L’Oréal is enhancing the user experience, driving traffic towards its retailers online and offline and adding concrete commercial value to its marketing campaigns.
Cadum is one of the most famous solid and liquid soaps brands in France, created in 1907. In its new video, a shower gel with aloe vera is put forward:
When a user clicks on the ‘buy’ button appearing on the left of the video, the solution geo-localises him/her and shows, in real-time, a list of retailers selling the product. In one click the consumer arrives at the right destination to purchase the product online or can localise a physical shop nearby where it’s available. Thanks to the solution, over 15% of consumers were instantly redirected, meaning an important number of qualified leads with buying intention arriving directly to the retailers from the ad. This shows the interest and the direct value of the deployment. See here in video how it works in real.
Created in 1985, Vivelle DOP is one of the best known hairstyling brands. The new video features one of their Playgum hair wax products:
With Swaven, the brand can entirely customise the format, layout, position and display timing of its call-to-action buttons. In this Vivelle DOP campaign, the brand chose to show the button only during the 20 seconds at the end of the video. The display order and format of the retailer list is also determined by the brand according to their strategy. During this campaign, 17% of users were instantly redirected by the solution to purchase the product. Click here to see the Vivelle DOP video.
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