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.

Related Articles

Just Published

5 minutes ago

M&C Saatchi rejects improved bid from AdvancedAdvT

Vin Murria wants to add two board directors, including COO.

9 hours ago

Should brands continue to take a stance in Asia's ...

After Samsung pulled an ad featuring a drag queen and his mother in Singapore, eight creative and communications leaders discuss how brands should balance purpose and politics.

9 hours ago

Women Leading Change Awards 2022: Call for entries

Get started now on your entries for the sixth-annual awards honouring business leaders, change-makers, trailblazers, and rising stars. The early-bird deadline is February 25.

10 hours ago

WFA offers guide for DEI-conscious media planning ...

DEI is not just a task for creative and HR teams, the guide's authors argue: Planning and buying choices play a critical role in supporting diverse voices and controlling whether hate speech and misinformation get funded.