Cosmetics Brand
Avg. Dwell Time
83% UPLIFT
Against standard editorial benchmark
Sales Conversions
26
Brand Awareness
4% UPLIFT
Against category benchmark
Avg. Video Completion Rate
83%
Across desktop
ad formats
Purchase Intent
4% UPLIFT
Brand Consideration
2% UPLIFT
Against category benchmark
*Brand Metrics, 2023
The Challenge
In October 2023, a Cosmetics brand wanted to run a campaign on a new product to drive engagement at scale. Their goal was to reach intenders in the right frame of mind to convert and drive purchase trials.
The Insight
Leveraging Australia’s number 1 health brand, Body+Soul, in combination with Vudoo’s Interactive Video technology, News Corp Australia built a multi-layered campaign incorporating Total Content, Shoppable Video and Total Commerce elements to drive awareness and consideration at every stage.
Strategy & Solutions
By utilising innovative shoppable content, alongside amplification activities, consumers were able to purchase directly from the point of inspiration, shrinking the path to purchase.
Targeting Intent Connect’s Beauty Intender audience, News Corp Australia paired this with Brand Metrics’ measurement capabilities and Vudoo’s Video Analytics to understand the brand lift delivered by the campaign across all sites, formats and devices.
Products Used
This campaign was executed using branded article content, social amplification, eCommerce content and shoppable video content.
SHOPPABLE VIDEO
Results
Significant Dwell Time
The campaign saw exceptional average dwell time of 4 minutes and 35 seconds, well above the standard editorial benchmark of 2 minutes and 30 seconds, placing this article in the top 10% for all NCA Total Content articles in 2023.
Significant Video Completion
The campaign achieved a high average desktop video completion rate of 75%.
Rising Brand Awareness
The campaign saw an uplift of 6.60% in brand awareness, 4% above the cosmetic category benchmark.
Rising Brand Consideration
The campaign also delivered a 4% increase in brand consideration, 2% above the cosmetic category benchmark.
Rising Purchase Intent
The campaign successfully raised purchase intent by 3%, driving 7,641 clicks to shop, 88 adds to cart, 73 checkout starts and 26 sales.
Avg. Dwell Time
83% UPLIFT
Against standard editorial benchmark
Brand Awareness
4% UPLIFT
Against category benchmark
Purchase Intent
4% UPLIFT
Avg. Video Completion Rate
83%
Across desktop
ad formats
Brand Consideration
2% UPLIFT
Against category benchmark
Sales Conversions
26
*Brand Metrics, 2023