Crafting mobile-first videos from product stills.
The fast fashion industry has been fueled by the rise of digital first brands emerging overnight via social media and Zalora, Asia’s #1 online fashion destination, was facing stiff competition from these new players alongside major e-retailers such as Amazon entering the space and competing for market share in the region.
As a result, Zalora wanted to test the efficacy of digital platforms such as Facebook and Instagram in helping them to differentiate themselves from the competition, and drive more app downloads and in-app purchases.
Transform existing product images into thumb-stopping and mobile optimised Facebook video ads by adding lightweight motion.
Working to a very tight timeframe, Zalora needed out-of-the-box creative ideas that would effectively convey their key message of enabling fashion for all through a fuss-free shopping experience.
Zalora worked collaboratively with their commissioned creator through the Genero platform to build a suite of ads including one still image ad and 4 x 15 second motion graphics videos.
To communicate Zalora’s key message, a ‘slot-machine’ style animation was used which allowed Zalora to feature multiple products and outfit combinations rotating in a highly engaging way, maximising the 15 seconds.
In conjunction with Facebook, Zalora set up a multi-cell split test to test the effectiveness of adding video on lower funnel KPIs such as Installs, Add To Cart, Purchases and ROAS.
When compared to the static image creative, adding video resulted in;
- Reduction in cost per app install
- Increase in in-app purchases
- increase in return on ad spend
“The entire creative process was collaborative from the start. Genero’s line-up of professional creators, the quality of the work and the cost-efficient operating methods allowed our campaign to become a success. We look forward to working with Genero in the near future, especially for major branding campaigns that require out-of-the-box ideas.”
Benefit led video
Brand led video
Monster & Bear
Sarah Hickey is an Australian director and Head of Production at Melbourne-based boutique production house Monster & Bear. They specialise in a wide range of film a content; from TVCs, branded film and content, to music videos, motion graphics and online learning.Join now to view full profile
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