本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
最独家的收藏
案例简介：概要 YOOX是全球领先的时尚和设计生活方式在线商店。YOOX认为时尚是永恒的，过去的系列具有价值。YOOX并不以折扣闻名。我们需要向世界各地的时尚爱好者介绍该品牌及其价值，使他们像YOOX一样重视过去的系列。目标:-在4个主要市场吸引新客户: 美国，意大利，日本，韩国。-提高品牌知名度和兴趣。-将YOOX与其他在线时尚商店区分开来。-测试YouTube作为直销渠道。 战略 客户的目标是人口统计 (男性-女性/25-54)，亲和力 (购物者，时尚达人，讨价还价者)，市场上的服装和配饰。YOOX特权职位允许我们使用 (当时的beta) 定位功能，称为自定义意图。它考虑了用户的搜索历史记录，将正确的视频传递给了正确的人。广告通过TrueView for Action以编程方式提供，TrueView是一种可跳过的预滚动广告，旨在生成响应。这些电影旨在从第一秒开始就引起人们的注意，并增加所展示物品的紧迫感。由此产生的机制使用户体验游戏化，将媒体格式转换为新的电子商务工具。 相关性 最独特的收藏是对现有媒体格式和工具的创造性使用，并结合有效的媒体规划。没有它，我们将无法向如此众多的观众展示品牌信息，也无法在最活跃的观众中产生销售。例如，程序化交付和印象帽是任何广告客户都可以使用的功能。然而，串联使用它们有助于我们改变行为，并在数字视频活动中获得最佳效果: 降低跳过率，增加观看时间和大量点击。 结果 超过51.000.000印象。19.000.000完整视图。非跳过率23% 高于全球基准。平均观看时间: 14.5秒。24年的合表时间。1470万唯一用户达到。310.000人点击了该网站。售出1715件奢侈品。266.430，售出价值35欧元的商品。高于目标的印象: 18% 意大利，22% 日本，40% 韩国。* 高于目标的观点: 42% 意大利，23% 日本，13% 韩国，12.5% 美国。该活动非常有效，每天受到每日预算的限制。每次观看的平均费用仅为0.02欧元。CPV低于目标: -35% 意大利，-21% 日本，-17% 韩国，-12% 美国。广告召回提升: 32.3% 意大利，17.2% 美国。* 购买意向提升: 17.2% 意大利，13.4% 日本，8.4% 韩国。* 品牌利益提升: 97% 美国，71% 日本。* * 其他国家没有衡量。 媒体策略 最独家的集合是由数据创建、服务和管理的。如果没有创造性地使用可用的数据，我们最终会得到少数视频 (过度) 服务给人口统计中的所有用户。选择的机制允许我们为个人服务，全球范围内的相关广告。数据的实施是所有利益相关者之间的协调努力。YOOX使用最相关产品的数据来取消其网站上的相应项目的链接，并将其放在单独的数据馈送中。该提要已集成到我们的视频渲染工具中，它创建并将数百个个人广告直接上传到YOOX的YouTube频道。该元数据用于媒体计划中以编程方式投放广告。我们甚至使用用户的搜索历史记录 (一种称为自定义意图的工具) 将正确的视频传递给正确的人。 执行 该运动的实施依赖于围绕每个利益攸关方可用数据的协调努力。Google数据用于为每个国家选择最相关的产品。YOOX从其网站上删除了选定的产品，并将其放在单独的数据馈送中。我们专有的视频渲染平台一夜之间生成，标记并将数百个单独的视频直接上传到YOOX的YouTube频道。使用所有可用的工具 (包括搜索历史匹配 (自定义意图)) 以编程方式定义了放置位置。创建了一个自定义脚本，以允许实时库存数据管理视频活动 (世界上第一个)，并在销售产品时删除视频。最独家的收藏有几乎400个单独的广告，在4种不同的语言。这些广告被全球数百万人观看，并产生了数十万欧元的销售额。 运动描述 根据最近的一项研究，76% 的人跳过广告是一种根深蒂固的习惯。为了改变这种习惯并赋予过去的收藏以应有的价值，我们创建了最独特的收藏。我们从YOOX.com删除了最想要的项目，并仅通过可跳过的预滚动广告提供它们。抓住了吗？你只有一次机会得到每种产品。跳过广告，您可以亲吻该物品再见。永远。为了实现这一目标，媒体活动应该: a.向新客户提供他们真正想要的产品 (尽管我们有没有关于它们的数据)。b.创建数百个视频，每个视频都有不同的产品。c.在全球范围内以编程方式将正确的视频交付给正确的人。d.保证同一广告不会被两次提供给同一个人。e.实时管理活动，因此，不会意外显示售罄的产品。
最独家的收藏
案例简介：Synopsis YOOX is the world’s leading lifestyle online store for fashion and design. YOOX believes that fashion is timeless and that past collections have value. YOOX isn’t famous for discounts. We needed to introduce the brand and its values to fashion lovers around the world, making them value past collections as much as YOOX does. Objectives: - Reach new customers in the 4 key markets: US, Italy, Japan, Korea. - Increase brand awareness and interest. - Differentiate YOOX from other online fashion stores. - Test YouTube as a direct sales channel. Strategy Customers were targeted by demographics (men-women/25-54), affinities (shoppers, fashionistas, bargain hunters), in-market for apparel & accessories. YOOX privileged position allowed us to use a (then beta) targeting feature, called Custom Intents. It takes the user’s search history into account, delivering the right video to the right person. Ads were served programmatically over TrueView for Action, a skippable pre-roll ad designed to generate response. The films were designed to capture attention from the very first second and to increase the sense of urgency around the items presented. The resulting mechanics gamified the user experience, transforming a media format into a new e-commerce tool. Relevancy At its core, The Most Exclusive Collection is a creative use of existing media formats and tools, combined with effective media planning. Without it, we would not have been able to present the brand message to such a large audience, nor generate sales among the most engaged viewers. Programmatic delivery and impression caps, for example, are features available to any advertiser. Using them in tandem, however, helped us change behaviours and achieve best-in-class results for a digital video campaign: reduced skip rates, increased watch time and lots of clicks. Outcome Over 51.000.000 impressions. 19.000.000 complete views. Non-skip rate 23% higher than global benchmarks. Average watch time: 14.5 seconds. 24 years of combined watch time. 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.* *Other countries were not measured. MediaStrategy The Most Exclusive Collection was created, served and managed by data. Without a creative use of the data available, we would have ended up with a handful of videos being (over)served to all users within the demographics. The chosen mechanics allowed us to serve personal, relevant ads around the world at scale. The implementation of data was a coordinated effort between all stakeholders. The data around the most relevant products was used by YOOX to un-deeplink the respective items from its website and put them on a separate data feed. This feed was integrated into our video rendering tool, which created and uploaded hundreds of individual ads directly to YOOX’s YouTube channel. The metadata was used in the media planning to deliver the ads programmatically. We even used the user’s search history (a tool called Custom Intents) to deliver the right video to the right person. Execution The implementation of the campaign relied on an coordinated effort around the data available to each stakeholder. Google data was used to choose the most relevant products for each country. YOOX un-deeplinked the selected products from its website and put them on a separate data feed. Our proprietary video rendering platform generated, tagged and uploaded the hundreds of individual videos directly to YOOX’s YouTube channel overnight. Placements were defined programmatically, using all available tools, including search history match (Custom Intents). A custom script was created to allow live stock data to manage the video campaign (a world’s first), removing videos as products were sold. The Most Exclusive Collection had almost 400 individual ads, in 4 different languages. The ads were seen by millions of people globally and generated hundreds of thousands Euros in sales. CampaignDescription According to a recent research, 76% of people skip ads as an ingrained habit. To change this habit and give past collections their rightful value, we created The Most Exclusive Collection. We removed the most desired items from YOOX.com and made them available only through skippable pre-roll ads. The catch? You had just one shot at getting each product. Skip the ad and you can kiss that item goodbye. Forever. To achieve that, the media campaign should: a. Offer new customers products they actually wanted (though we had no data on them). b. Create hundreds of videos, each with a different product. c. Deliver the right video to the right person programmatically on a global scale. d. Guarantee the same ad would not be served twice to the same person. e. Manage the campaign in real time, so sold out products weren’t shown accidentally.
The Most Exclusive Collection
案例简介：概要 YOOX是全球领先的时尚和设计生活方式在线商店。YOOX认为时尚是永恒的，过去的系列具有价值。YOOX并不以折扣闻名。我们需要向世界各地的时尚爱好者介绍该品牌及其价值，使他们像YOOX一样重视过去的系列。目标:-在4个主要市场吸引新客户: 美国，意大利，日本，韩国。-提高品牌知名度和兴趣。-将YOOX与其他在线时尚商店区分开来。-测试YouTube作为直销渠道。 战略 客户的目标是人口统计 (男性-女性/25-54)，亲和力 (购物者，时尚达人，讨价还价者)，市场上的服装和配饰。YOOX特权职位允许我们使用 (当时的beta) 定位功能，称为自定义意图。它考虑了用户的搜索历史记录，将正确的视频传递给了正确的人。广告通过TrueView for Action以编程方式提供，TrueView是一种可跳过的预滚动广告，旨在生成响应。这些电影旨在从第一秒开始就引起人们的注意，并增加所展示物品的紧迫感。由此产生的机制使用户体验游戏化，将媒体格式转换为新的电子商务工具。 相关性 最独特的收藏是对现有媒体格式和工具的创造性使用，并结合有效的媒体规划。没有它，我们将无法向如此众多的观众展示品牌信息，也无法在最活跃的观众中产生销售。例如，程序化交付和印象帽是任何广告客户都可以使用的功能。然而，串联使用它们有助于我们改变行为，并在数字视频活动中获得最佳效果: 降低跳过率，增加观看时间和大量点击。 结果 超过51.000.000印象。19.000.000完整视图。非跳过率23% 高于全球基准。平均观看时间: 14.5秒。24年的合表时间。1470万唯一用户达到。310.000人点击了该网站。售出1715件奢侈品。266.430，售出价值35欧元的商品。高于目标的印象: 18% 意大利，22% 日本，40% 韩国。* 高于目标的观点: 42% 意大利，23% 日本，13% 韩国，12.5% 美国。该活动非常有效，每天受到每日预算的限制。每次观看的平均费用仅为0.02欧元。CPV低于目标: -35% 意大利，-21% 日本，-17% 韩国，-12% 美国。广告召回提升: 32.3% 意大利，17.2% 美国。* 购买意向提升: 17.2% 意大利，13.4% 日本，8.4% 韩国。* 品牌利益提升: 97% 美国，71% 日本。* * 其他国家没有衡量。 媒体策略 最独家的集合是由数据创建、服务和管理的。如果没有创造性地使用可用的数据，我们最终会得到少数视频 (过度) 服务给人口统计中的所有用户。选择的机制允许我们为个人服务，全球范围内的相关广告。数据的实施是所有利益相关者之间的协调努力。YOOX使用最相关产品的数据来取消其网站上的相应项目的链接，并将其放在单独的数据馈送中。该提要已集成到我们的视频渲染工具中，它创建并将数百个个人广告直接上传到YOOX的YouTube频道。该元数据用于媒体计划中以编程方式投放广告。我们甚至使用用户的搜索历史记录 (一种称为自定义意图的工具) 将正确的视频传递给正确的人。 执行 该运动的实施依赖于围绕每个利益攸关方可用数据的协调努力。Google数据用于为每个国家选择最相关的产品。YOOX从其网站上删除了选定的产品，并将其放在单独的数据馈送中。我们专有的视频渲染平台一夜之间生成，标记并将数百个单独的视频直接上传到YOOX的YouTube频道。使用所有可用的工具 (包括搜索历史匹配 (自定义意图)) 以编程方式定义了放置位置。创建了一个自定义脚本，以允许实时库存数据管理视频活动 (世界上第一个)，并在销售产品时删除视频。最独家的收藏有几乎400个单独的广告，在4种不同的语言。这些广告被全球数百万人观看，并产生了数十万欧元的销售额。 运动描述 根据最近的一项研究，76% 的人跳过广告是一种根深蒂固的习惯。为了改变这种习惯并赋予过去的收藏以应有的价值，我们创建了最独特的收藏。我们从YOOX.com删除了最想要的项目，并仅通过可跳过的预滚动广告提供它们。抓住了吗？你只有一次机会得到每种产品。跳过广告，您可以亲吻该物品再见。永远。为了实现这一目标，媒体活动应该: a.向新客户提供他们真正想要的产品 (尽管我们有没有关于它们的数据)。b.创建数百个视频，每个视频都有不同的产品。c.在全球范围内以编程方式将正确的视频交付给正确的人。d.保证同一广告不会被两次提供给同一个人。e.实时管理活动，因此，不会意外显示售罄的产品。
The Most Exclusive Collection
案例简介：Synopsis YOOX is the world’s leading lifestyle online store for fashion and design. YOOX believes that fashion is timeless and that past collections have value. YOOX isn’t famous for discounts. We needed to introduce the brand and its values to fashion lovers around the world, making them value past collections as much as YOOX does. Objectives: - Reach new customers in the 4 key markets: US, Italy, Japan, Korea. - Increase brand awareness and interest. - Differentiate YOOX from other online fashion stores. - Test YouTube as a direct sales channel. Strategy Customers were targeted by demographics (men-women/25-54), affinities (shoppers, fashionistas, bargain hunters), in-market for apparel & accessories. YOOX privileged position allowed us to use a (then beta) targeting feature, called Custom Intents. It takes the user’s search history into account, delivering the right video to the right person. Ads were served programmatically over TrueView for Action, a skippable pre-roll ad designed to generate response. The films were designed to capture attention from the very first second and to increase the sense of urgency around the items presented. The resulting mechanics gamified the user experience, transforming a media format into a new e-commerce tool. Relevancy At its core, The Most Exclusive Collection is a creative use of existing media formats and tools, combined with effective media planning. Without it, we would not have been able to present the brand message to such a large audience, nor generate sales among the most engaged viewers. Programmatic delivery and impression caps, for example, are features available to any advertiser. Using them in tandem, however, helped us change behaviours and achieve best-in-class results for a digital video campaign: reduced skip rates, increased watch time and lots of clicks. Outcome Over 51.000.000 impressions. 19.000.000 complete views. Non-skip rate 23% higher than global benchmarks. Average watch time: 14.5 seconds. 24 years of combined watch time. 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.* *Other countries were not measured. MediaStrategy The Most Exclusive Collection was created, served and managed by data. Without a creative use of the data available, we would have ended up with a handful of videos being (over)served to all users within the demographics. The chosen mechanics allowed us to serve personal, relevant ads around the world at scale. The implementation of data was a coordinated effort between all stakeholders. The data around the most relevant products was used by YOOX to un-deeplink the respective items from its website and put them on a separate data feed. This feed was integrated into our video rendering tool, which created and uploaded hundreds of individual ads directly to YOOX’s YouTube channel. The metadata was used in the media planning to deliver the ads programmatically. We even used the user’s search history (a tool called Custom Intents) to deliver the right video to the right person. Execution The implementation of the campaign relied on an coordinated effort around the data available to each stakeholder. Google data was used to choose the most relevant products for each country. YOOX un-deeplinked the selected products from its website and put them on a separate data feed. Our proprietary video rendering platform generated, tagged and uploaded the hundreds of individual videos directly to YOOX’s YouTube channel overnight. Placements were defined programmatically, using all available tools, including search history match (Custom Intents). A custom script was created to allow live stock data to manage the video campaign (a world’s first), removing videos as products were sold. The Most Exclusive Collection had almost 400 individual ads, in 4 different languages. The ads were seen by millions of people globally and generated hundreds of thousands Euros in sales. CampaignDescription According to a recent research, 76% of people skip ads as an ingrained habit. To change this habit and give past collections their rightful value, we created The Most Exclusive Collection. We removed the most desired items from YOOX.com and made them available only through skippable pre-roll ads. The catch? You had just one shot at getting each product. Skip the ad and you can kiss that item goodbye. Forever. To achieve that, the media campaign should: a. Offer new customers products they actually wanted (though we had no data on them). b. Create hundreds of videos, each with a different product. c. Deliver the right video to the right person programmatically on a global scale. d. Guarantee the same ad would not be served twice to the same person. e. Manage the campaign in real time, so sold out products weren’t shown accidentally.
最独家的收藏
暂无简介
The Most Exclusive Collection
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
