Crafting mobile-first videos from product stills.

The brief

Asia’s #1 online fashion destination, Zalora, needed to transform existing product images into thumb-stopping and mobile optimised Facebook video ads by adding lightweight motion.

Working to a very tight timeframe, they 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.

The objective of the content was to help increase conversions including app installs, website views and purchases.

The work

Zalora received a diverse selection of fresh creative approaches to their video brief. They 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 the Genero creator used a ‘slot-machine’ style animation which allowed Zalora to feature multiple products and outfit combinations rotating in a highly engaging way, maximising the 15 seconds.

The results

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;

• 10% reduction in cost per app install

• 68% increase in in-app purchases

• 97% increase in return on ad spend

Aaron Ting, Regional Online Marketing - Senior Account Manager at Zalora said: “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.”.