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案例简介：概要 YOOX 是世界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，过去的收藏有价值。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这个品牌及其价值，让他们像 YOOX 一样重视过去的收藏。目标:-在美国、意大利、日本、韩国四个主要市场拓展新客户。-提高品牌意识和兴趣。-区分 YOOX 与其他在线时尚商店。-测试 YouTube 作为直接销售渠道。 战略 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，增加销售机会，我们需要向人们提供相关的产品。由于我们没有关于潜在客户的数据，我们使用谷歌搜索数据来寻找每个市场中最受欢迎的产品。消费者受到人口统计学 (男性-女性/25-54) 、亲和力 (购物者、时尚人士、便宜货猎人) 、服装和配饰市场的攻击。我们使用用户的搜索历史将正确的视频传递给正确的人。广告是通过 TrueView for Action 以编程方式提供的，这是一个可跳过的预滚动广告，具有可定制的行动呼吁按钮的优点。每部电影都有 3 个行动号召: “跳过它，你会错过它”，在开始。“下次更快”，最后。“立即购物”，作为一个按钮，由此产生的机制游戏化了用户体验，将媒体格式转化为新的电子商务工具。 相关性 最独家的收藏被认为是为了从观众那里产生两种直接的反应: 不跳过广告 (针对普通人群) 和当场购买特色产品 (针对冲动购买者)。除了预期的结果之外，直接的反应是竞选成功的内在组成部分。没有它，我们就无法向如此多的观众展示品牌信息，也无法在最敬业的观众中产生销售。电影在 TrueView 上播放，这种格式结合了普通可跳过的预滚动广告的功能和可定制的行动呼吁按钮的好处。 结果 实现了所有期望的响应: 降低了跳过率，增加了观看时间和销售。超过 51.000.000 的印象。19.000.000 完整视图。非跳跃率比全球基准高出 23%。平均观看时间: 14.5 秒。达到了 1470万个独特的用户。310.000 人点击了网站。出售了 1715 件奢侈品。266.430，售出价值 35 欧元的商品。以上目标印象: 18% 意大利，22% 日本，40% 韩国。* 以上目标意见: 42% 意大利，23% 日本，13% 韩国，12.5% 美国。这项运动非常有效，受到每天预算的限制。每次观看的平均成本只有 0.02 欧元。CPV 低于目标:-35% 意大利，-21% 日本，-17% 韩国，-12% 美国。广告召回电梯: 意大利 32.3%，美国 17.2%。 * 购买意向电梯: 17.2% 意大利，13.4% 日本，8.4% 韩国。 * 品牌利益提升: 美国 97%，日本 71%。 * 其他国家没有进行测量。 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。谷歌数据被用来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，并将它们放在单独的数据馈送上。我们专有的视频渲染平台一夜之间生成、标记并将数百个视频直接上传到 YOOX 的 YouTube 频道。位置以编程方式定义，使用所有可用的工具，包括搜索历史匹配 (自定义意图)。自定义脚本允许实时库存数据管理活动 (世界上第一个)，在产品销售时删除视频。最独家的收藏有近 400 个单独的广告，有 4 种不同的语言。全球数百万人看到了这些广告，并创造了数千欧元的销售额。 活动描述 将过去的收藏变成最独家的收藏。我们从 YOOX.com 中删除了最需要的项目，并仅通过可跳过的预滚动广告提供这些项目。抓住了吗？你只有一次机会得到每个产品。跳过广告，你就可以和那个项目吻别了。永远。为了实现这一目标，我们必须确保我们能够: a.提供他们真正想要的新客户产品 (尽管我们没有关于它们的数据)。创建数百个视频，每个视频都有不同的产品。在全球范围内以编程方式向合适的人传送合适的视频。保证同一广告不会被送达两次给同一个人。E.实时管理活动，所以销售出去的产品不会意外显示。
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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 According to a recent study, 76% of people skip ads as an ingrained habit. To change this habit and increase the odds of selling, we needed to offer people relevant products. Since we had no data on potential customers, we used Google Search data to find the most desired products in each market. Consumers were targeted by demographics (men-women/25-54), affinities (shoppers, fashionistas, bargain hunters), in-market for apparel & accessories. We used the user’s search history to deliver the right video to the right person. Ads were served programmatically over TrueView for Action, a skippable pre-roll ad with the benefits of a customizable call-to-action button. There were 3 calls-to-action in each film: “Skip it and you’ll miss it”, in the beginning. “Be faster next time”, at the end. "SHOP NOW”, as a button The resulting mechanics gamified the user experience, transforming a media format into a new e-commerce tool. Relevancy The Most Exclusive Collection was conceived to generate 2 direct responses from viewers: not skipping the ad (for the general population) and buying the featured product on the spot (for impulse buyers). More than the desired outcome, a direct response was an intrinsic part of the campaign’s success. 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. Films were served on TrueView for Action, a format that combines the features of normal skippable pre-roll ads with the benefits of a customisable call-to-action button. Outcome 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.* *Other countries were not measured. 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 allowed live stock data to manage the 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 Transform past collections into 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, we had to make sure we could: 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 是世界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，过去的收藏有价值。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这个品牌及其价值，让他们像 YOOX 一样重视过去的收藏。目标:-在美国、意大利、日本、韩国四个主要市场拓展新客户。-提高品牌意识和兴趣。-区分 YOOX 与其他在线时尚商店。-测试 YouTube 作为直接销售渠道。 战略 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，增加销售机会，我们需要向人们提供相关的产品。由于我们没有关于潜在客户的数据，我们使用谷歌搜索数据来寻找每个市场中最受欢迎的产品。消费者受到人口统计学 (男性-女性/25-54) 、亲和力 (购物者、时尚人士、便宜货猎人) 、服装和配饰市场的攻击。我们使用用户的搜索历史将正确的视频传递给正确的人。广告是通过 TrueView for Action 以编程方式提供的，这是一个可跳过的预滚动广告，具有可定制的行动呼吁按钮的优点。每部电影都有 3 个行动号召: “跳过它，你会错过它”，在开始。“下次更快”，最后。“立即购物”，作为一个按钮，由此产生的机制游戏化了用户体验，将媒体格式转化为新的电子商务工具。 相关性 最独家的收藏被认为是为了从观众那里产生两种直接的反应: 不跳过广告 (针对普通人群) 和当场购买特色产品 (针对冲动购买者)。除了预期的结果之外，直接的反应是竞选成功的内在组成部分。没有它，我们就无法向如此多的观众展示品牌信息，也无法在最敬业的观众中产生销售。电影在 TrueView 上播放，这种格式结合了普通可跳过的预滚动广告的功能和可定制的行动呼吁按钮的好处。 结果 实现了所有期望的响应: 降低了跳过率，增加了观看时间和销售。超过 51.000.000 的印象。19.000.000 完整视图。非跳跃率比全球基准高出 23%。平均观看时间: 14.5 秒。达到了 1470万个独特的用户。310.000 人点击了网站。出售了 1715 件奢侈品。266.430，售出价值 35 欧元的商品。以上目标印象: 18% 意大利，22% 日本，40% 韩国。* 以上目标意见: 42% 意大利，23% 日本，13% 韩国，12.5% 美国。这项运动非常有效，受到每天预算的限制。每次观看的平均成本只有 0.02 欧元。CPV 低于目标:-35% 意大利，-21% 日本，-17% 韩国，-12% 美国。广告召回电梯: 意大利 32.3%，美国 17.2%。 * 购买意向电梯: 17.2% 意大利，13.4% 日本，8.4% 韩国。 * 品牌利益提升: 美国 97%，日本 71%。 * 其他国家没有进行测量。 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。谷歌数据被用来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，并将它们放在单独的数据馈送上。我们专有的视频渲染平台一夜之间生成、标记并将数百个视频直接上传到 YOOX 的 YouTube 频道。位置以编程方式定义，使用所有可用的工具，包括搜索历史匹配 (自定义意图)。自定义脚本允许实时库存数据管理活动 (世界上第一个)，在产品销售时删除视频。最独家的收藏有近 400 个单独的广告，有 4 种不同的语言。全球数百万人看到了这些广告，并创造了数千欧元的销售额。 活动描述 将过去的收藏变成最独家的收藏。我们从 YOOX.com 中删除了最需要的项目，并仅通过可跳过的预滚动广告提供这些项目。抓住了吗？你只有一次机会得到每个产品。跳过广告，你就可以和那个项目吻别了。永远。为了实现这一目标，我们必须确保我们能够: a.提供他们真正想要的新客户产品 (尽管我们没有关于它们的数据)。创建数百个视频，每个视频都有不同的产品。在全球范围内以编程方式向合适的人传送合适的视频。保证同一广告不会被送达两次给同一个人。E.实时管理活动，所以销售出去的产品不会意外显示。
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 According to a recent study, 76% of people skip ads as an ingrained habit. To change this habit and increase the odds of selling, we needed to offer people relevant products. Since we had no data on potential customers, we used Google Search data to find the most desired products in each market. Consumers were targeted by demographics (men-women/25-54), affinities (shoppers, fashionistas, bargain hunters), in-market for apparel & accessories. We used the user’s search history to deliver the right video to the right person. Ads were served programmatically over TrueView for Action, a skippable pre-roll ad with the benefits of a customizable call-to-action button. There were 3 calls-to-action in each film: “Skip it and you’ll miss it”, in the beginning. “Be faster next time”, at the end. "SHOP NOW”, as a button The resulting mechanics gamified the user experience, transforming a media format into a new e-commerce tool. Relevancy The Most Exclusive Collection was conceived to generate 2 direct responses from viewers: not skipping the ad (for the general population) and buying the featured product on the spot (for impulse buyers). More than the desired outcome, a direct response was an intrinsic part of the campaign’s success. 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. Films were served on TrueView for Action, a format that combines the features of normal skippable pre-roll ads with the benefits of a customisable call-to-action button. Outcome 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.* *Other countries were not measured. 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 allowed live stock data to manage the 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 Transform past collections into 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, we had to make sure we could: 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.
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The Most Exclusive Collection
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