Jenny Chan 陳詠欣
Oct 30, 2014

3M takes command of its sales with 'shoppable' video

TAIWAN - See an adhesive hook you like? Click on it to buy it, in 3M's first 'shoppable video' which is aimed at shortening the path to purchase for its Command brand.

Client: 3M

Agencies: Index Integrated Marketing, E-Motion Interactive Technology

Market: Taiwan

Campaign scope: Microsite with 'shoppable' video, YouTube, Facebook

Details: Two six-minute videos with six 'touchable' or clickable items inside are set in Orchid Island (one of the most humid locations in Taiwan) and Taitung (one of the most high-temperature regions of Taiwan).

Using motion touch-enabled technology (MTE), the 3M Command campaign launched on 14 October has gained 3500+ PVs within the first week and around 1300 unique clicks, according to the agency.

Tracing the footsteps of a backpacking traveller, the videos (see above and below) showcase him helping the owners of a local guesthouse, watersports store and brick pizzeria resolve the problem of their (non-3M) adhesive hooks always falling off the walls due to high humidity or extreme heat.

Agency quote: "Customers can 'shop the video' instead of just looking at pictures or descriptions. This new shopping experience can enhance brand image to a great extent and significantly increase sales conversion rates."

Campaign's comments: It is still experimental when it comes to translating video views to sales. Making the shopping process as easy and convenient as possible is all good, but as it's not clear which items in the videos are 'click-to-buy' it may be a little too subtle and unintuitive. Plus, the 'shoppable' functionality does not work on Youtube channels, though this is not an issue when the videos are embedded on other websites.

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