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Yoox Exclusive

Great for:

Youtube Ecommerce

One-off designer pieces only available in YouTube pre-rolls. Skip them and you’ll miss them.

The Yoox Most Exclusive Collection is made up of one-off luxury items from Yoox, available exclusively in YouTube pre-roll ads. Viewers have just 15 seconds to buy an item before it’s destroyed by a series of bizarre and beautiful animated 3D contraptions. There’s no re-watching and no searching on YOOX.com — once it’s gone, it’s gone

The holiday season requires brands to devise their cleverest bits of marketing, and in response to that challenge, Yoox has figured out a unique way to sell its goods online. The high-end fashion retailer has teamed up with Stink Studios and Google to launch YouTube pre-roll ads that offer exclusive deals that last for the duration of each spot’s 15-second runtime (and not a second more).

Yoox sells clothes from luxury brands like Dolce & Gabbana, Gucci, and Givenchy, and in each of its new pre-rolls, it offers up what Adweek refers to as a “one-of-a-kind item.” Once the deal is introduced, viewers have 15 seconds to click through and claim it. If they skip the ad or let it reach the end of its runtime, they’ll miss out on the deal entirely. Should they later look for the item on the Yoox website or try to find the ad on YouTube, they’ll have no luck.

Yoox’s ad campaign fits its specific needs as a high-end retailer. Its pre-roll placements, owing to their exclusivity, won’t reach a huge number of consumers, but if they drive even a few sales, they’ll result in significant revenue. By targeting impulsive shoppers, Yoox may just achieve that goal.

RESULTS:
Achieved all desired responses: reduced skip rate, increased watch time and sales. Over 51.000.000 impressions. 19.000.000 complete views. Non-skip rate 23% higher than global benchmarks. Average watch time: 14.5 seconds. 14.7 million unique users reached. 310.000 people clicked to the website. 1715 luxury items sold. 266.430,35 Euros worth of merchandise sold. Impressions above target: 18% Italy, 22% Japan, 40% Korea.* Views above target: 42% Italy, 23% Japan, 13% Korea, 12.5% US. The campaign was so effective, it was limited by daily budget every day. Average cost per view of just 0.02 Euros. CPV below target: -35% Italy, -21% Japan, -17% Korea, -12% US. Ad recall lift: 32.3% Italy, 17.2% US.* Purchase intent lift: 17.2% Italy, 13.4% Japan, 8.4% Korea.* Brand interest lift: 97% US, 71% Japan

Credits

Agency

Stink Studios