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Free People rounds up partnerships, shoppable video, giveaways

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June 21, 2016

Free People's shoppable video

Free People’s shoppable video

Free People is driving sales of its athletic wear through a shoppable mobile video, advertised on social media along with a contest that taps partnerships with multiple health and fitness-related brands for giveaways.

The apparel brand is promoting a link to an advertisement video on social media that showcases its athletic wear and its Movement is Free campaign. The mobilized page features the video along with a list of items for sale that were featured in the clip and promotes a contest with giveaways from health-conscious brands such as YogaWorks and Pressed Juicery.

“With millions of users on social media minute by minute, using video to create a shoppable action is important for brands to create a way to click through while the audience is captured in the moment,” said Marci Troutman, CEO of SiteMinis. “Brands never know which video could have that thing that allows them to suddenly go viral – it is too late to capture an action after the fact. Storyboards should always include an action from the beginning.”

Following Free People
Followers of Free People on Twitter were enticed by the brand to continue onto its Web site to view a video promoting its Movement is Free campaign. Fitness fans are being prompted to shop the brand’s athletic wear, no matter what activity they like to do.

The video features various women in their drastically different routines, completing varying fitness activities. Products featured in the video are then listed underneath, available for purchase.

The page also offers users a chance to win free apparel, subscription to MyYogaWorks, a six-month membership to YogaWorks studios and a juice cleanse from Pressed Juicery. The campaign is enticing consumers through a variety of tactics, attracting those that are lured by video, quality images, sought-after products and product giveaways.

Social media sales
Similarly, online subscription retailer Fabletics made it easier for its key demographic to signup through a shop now Instagram ad campaign in which users fill out a quiz to get personalized products (see more).

Rite Aid also worked to drum up sales of beauty products with a contest on Twitter that sparks a conversation through an incentive to win $200 worth of items (see more).

“Creating a unique campaign is always a challenge in this age of technology on the information super highway, but Free People has succeeded with not only a shoppable video but also a contest to create a buzz so that the video will be shareable with the action included,” Ms. Troutman said. “Really great campaign!”

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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