Partnership between PopFilmes and AD Digital brings Carrefour's Easter to Shoppable Video
A PopFilmes, a São Paulo-based production company with an extensive portfolio of major clients, has joined forces with AD Digital, a nearly 30-year-old company specialized in co-creating audiovisual solutions and services, to bring a unique Easter experience to Carrefour through a Shoppable Video campaign.
Carrefour Brasil Group, the largest retailer in the country, has planned, alongside PopFilmes, the launch of a Shoppable Video piece to mark its Easter communication this year. This project relied on the expertise of AD Digital to make interactivity a reality and take the consumer journey to the next level.
"Our goal at PopFilmes has always been to push the boundaries of traditional narrative. With this campaign, we're not only telling a story but also inviting the audience to be part of it by choosing products that reflect their personal preferences," emphasizes Ricardo Rossi, Director of PopFilmes.
To be considered SHOPPABLE, the video needs to be directly connected to a purchasing flow, whether through a QR code or through a button or hotspot. The experience created for Carrefour made use of the Interactive Video tool from the enterprise platform of VIMEO to deliver media that allowed viewers to build their carts in real-time on the screen, connecting them with the e-commerce platform at the moment of completing the purchase.
VIMEO states on its pages that interactive videos encourage clicks and engagement from the end customer, keeping them connected from start to finish. According to data from Hap Yak, this format boasts a CTR of 11%, surpassing some estimates for ads on platforms like YouTube and Google Display.. This technology has been adopted internationally by clients such as Netflix, in the creation of an interactive teaser, MIRAIE, a Japanese recruitment company, and the International Food Policy Research Institute (IFPRI), in sharing research findings with their partners worldwide.
"Shoppable media has been a much-discussed topic within the market, and it's very interesting to explore the different experiences we can provide within this format," comments Natalia Mondadore, from the business area of AD Digital. "I believe that this collaboration between Carrefour, PopFilmes, and AD Digital helps illustrate the direction in which the market is heading."
The result of this work was a dynamic video that provided a seamless shopping experience for the target audience. Viewers were able to explore the products featured in the video and add them to their shopping cart, all without leaving the visual experience.
"The reduction of friction in the customer journey from ad to shopping cart has been a challenge for retailers for years. Shoppable video can mitigate some obstacles and may be the missing ingredient for an omnichannel strategy like that of Carrefour Brasil Group,"adds Daniela Souza, CGO of AD Digital. "With the digital transformation of the market, the consumer also transforms, and it's up to brands to continue finding ways to keep these people engaged."
"The company's strategy is to be an omnichannel and innovative brand, advancing further into digital retail. We are constantly seeking alternatives to differentiate ourselves in the market, also with our communications and in the way we attract consumers to both our physical stores and e-commerce. Customers are our protagonists, and the campaign illustrates very well the power of choice, convenience, and quality that we offer," says Ana Turco, Senior Manager of Brand, Content, and Design at Carrefour Brasil Group.
This collaboration between PopFilmes and AD Digital represents an important step towards the future of advertising and e-commerce, where visual storytelling seamlessly combines with purchasing functionality.
