Fashion superbrand Nike partnered with wireWAX after seeing the technology help niche retailer Oki-ni reach a 58% click-through rate and return unprecedented conversions on feature video. Like many investing so much time, money and effort into video content they were not seeing measurable metrics and sustainable returns in this growth area of their marketing strategy.
After privately trialing the technology in November 2011 they decided to shoot a new video exclusively for use with wireWAX, focusing on key engagement opportunities for viewers in the pre-production phase. This is a key strategy for brands whom are learning to maximise their engagement with wireWAX. It can help turn a few thousand clicks into a few hundred thousand clicks.
4:35min average enagement from the 2:31min video
Nike's Digital Specialist, Armando Garcia said of the move; "For the always on Holiday Collection we were looking to elevate the way we presented product on line, a video look book with shoppable interactive capabilities would be as fresh as it comes. Thanks to the guys at wireWAX we were able to bring this to life."
Nike opted for a clean and simple tag, an orange icon, which tracked the items of clothing in shot. The product information was then put into a simple Google Doc spreadsheet. With wireWAX's Google Docs plugin this could simply plugin to their tailor made popup application and allow Nike to manage product information and content whenever they liked.
Nike delivered the project with their Brightcove account by using the simple and light-weight wireWAX plugin.
PIAS (Play It Again Sam) became the first user to pioneer the concept of having a wireWAX video as a website. The subject was indie-band Other Lives whom, with the launch of their new album Tamer Animals, wanted to involve the audience in their immersive music and video.
1,859 number of times viewers clicked on SoundCloud tracks
The video was the first to use a selection of wireWAX apps, which allow users to bring their internet world into the video. For example, viewers can click on the animated tag and hear the new tracks from the band's Soundcloud presence - right there in the video. Also on offer via various easter-egg tags throughout the video are YouTube, enabling viewers to see behind the scenes and Instagram, so viewers and fans pics could be shown to each other within the video.
4:36min average engagement from the 4:49min video
This principle, of bringing together video with web and social presence is a founding principle of wireWAX and indeed, the origins of the web and this example demonstrates the butterfly effect of making video part of this experience.
The concept has proved a huge success and interest to transmedia enthusiasts as a way to immerse and engage viewers in a new website experience.
High-end menswear retailer 'Oki-Ni', which celebrates its tenth birthday this year and works with a wide range of established brands and progressive designers, recently produced 'The Game' - a taggable video providing their audience with an innovative new way of purchasing their favourite Oki-Ni products.
58% no. viewers clicking through to buy page
The video, which created an exciting opportunity for Oki-Ni by allowing commerce to take place across the web and outwith the brand's website for the first time, was shot to resemble an interactive 'look-book', with motion-tracking hotspots added, allowing users to click on the models and shop their looks through the Oki-Ni website.
Pete Hellyer, creative manager at Oki-Ni said,
"the fully-shoppable wireWAX video produced by Antony Crook gave us the unique opportunity to expand our consumer base and interact with them in a way which up until now was not possible. The video, which was able to be embedded across a number of websites, gave us the chance to spread our brand message in an exciting and revolutionary new way and we were delighted to be able to work with wireWAX on this project."
350 no. fashion blogs with actionable e-commerce in video
To date, the digital coverage and click-through rates from the video have been impressive. Currently, it has been embedded in around 350 separate locations across leading fashion blogs and achieved a remarkably high click-through rate of 58% from video to product purchase page.
In essence, 'The Game' represents a major step forward in terms of creative and interactive web-based fashion retailing.
Tommy Hilfiger, one of the world's leading premium lifestyle brands, having seen the success of Oki-Ni's taggable video, 'The Game' produced the first in its own series of pioneering shoppable video experiences for its Hilfiger Denim product range.
9 no. of territories the video displays in
This unique campaign was the first to use a new location and language intelligence feature in wireWAX's motion-tracking taggable video tool allowing consumers to click on any product within the video and view dynamically generated, live, up-to-the-minute product information, in their own language.
The video also featured a built in Facebook link so that users could share their favourite products and looks with friends and family.
1 minute average enagement from a 45 second video
From Tommy Hilfiger's perspective, the video, which was connected up to a live international product database, not only gave them an exciting and unique opportunity to engage and interact with their wide and far-reaching consumer base but also eradicated further maintenance and data-entry.
Since going live at the start of August, the video has been pushing viewing figures with around a quarter of these coming through Facebook; a high click through rate to the Tommy Hilfiger online store of 9.5% and perhaps most significantly, an average engagement of over 1 minute despite the video only lasting for 45 secs.
These statistics further prove the success of taggable and shopable video within the context of web-based fashion retailing.
The popular docu-soap, The Only Way Is Essex has fast become ITV2's highest rating show and with the launch of the new series, agency BBH wanted to build on the incredible audience excitement and expectations. They chose wireWAX to create an engaging interactive experience from a promotional music video, featuring the glamorous Essex cast.
3.2 average number of clicks for an engaged viewer
Shooting the video with wireWAX in-mind, the production took clickable video to the masses and showcased some of the latest wireWAX innovations, including custom tags. This meant that the standard clickable hotspot was made into very Essex glitter, which adorned the interactive characters throughout the video. Once clicked, a completely brand-integrated panel, what we call a 'button application' was displayed.
4 minutes average time engaged; the video is just 2:30min long
With this application, viewers were able to download wallpapers, see the behind the scenes video, interviews with the selected character, download the song, watch the Vajazzle video (you might need to google that!) and even catch-up on the last series... all within the shared and embedded video. Viewers didn't have to 'click off' or break their experience to enjoy this extra content and for the eager fans, the video utilised wireWAX's SMS application, offering viewers the ability to sign up and get an SMS alert 20minutes before the show aired on ITV2.
The video has proved a great success with 120,000 views and nearly 90,000 clicks, with an average of 3.2 clicks for every view. The campaign also witnessed a spectacular average engagement duration of over 4 minutes, meaning that viewers were watching, clicking and playing for longer.
Mercury-nominated artist, Laura Marling and her record label, EMI/Virgin records commissioned this pioneering interactive music video, wanting a distinctive way for viewers to explore her new album.
the birth ...of the video listening post
The 'video listening post' was born. Clicking on relevant and significant objects (seen in colour) played a track from the upcoming album, 'I Speak Because I Can', or offered exclusive extras and a competition. All the clickable objects also offered the option to pre-order and later buy the new album.
The unique campaign was shot and produced by wiseguy pictures and through built-in sharing, Facebook integration, and blog and website embeds the video was a huge success, attracting acclaim from critics and music fans alike.
The video continues to draw audiences across Laura Marling's digital presence and has so far racked up over 10,000 clicks and 33,000 views. It also produced an extensive addition to the fanbase email list with the help of the in-video competition and contributed towards record pre-order and direct sales for the album that has catapulted Laura Marling to the mainstream.
Rip Curl launched the first of their interactive videos with their new Bikini range. The campaign, entitled 'My Bikini' was designed to be a consumer led experience to encourage customers to explore the range and find the bikini that suited them. wireWAX perfectly suited these aims, turning a beautiful feature video into an enticing shop, wherever it was watched.
2:20min average engagement from the 1 minute 10 second video
To use wireWAX across future videos Rip Curl wanted a connected solution for the product data. Though their e-commerce infrastructure wouldn't afford a connected solution yet, they were keen on low-maintenance and simplicity, with which they themselves could manage the product information. To solve this wireWAX introduced a new feature which allowed the all the product information to be managed straight from a Google Docs spreadsheet. The pioneering plug-in has now been available to other Creative Partners and has proved particularly effective way to manage large quantities of data and videos.
Rip Curl have now expanded this video series to distribute across multiple territories; for which the same video can be used and a simple extensions to their existing popup application are made.
Other case studies
"...this is one of the company names you will hear dropped into conversations about the future of broadcasting."
The Next Web
"You can buy the look RIGHT then and there. Nuts."
"It's not uncommon to watch and wonder, where did she get that dress? Now you don't have to wonder."