Shop the Hangout

Hangout with your favorite designers and shop their latest collections – at the same time.

See the full experience

By: AKQA , Council of Fashion Designers of America

Brand: Google

The Story

To help brands combine their social media and e-commerce efforts, we developed an exclusive shopping app for Google+ Hangouts On Air. Here retailers can speak about their products while customers simultaneously browse a curated selection of those goods, available for purchase through the Hangout. The concept blends social video with shopping tools to help deepen engagement between retailers and consumers.

  • Image of campaign
  • Image of campaign

Americans spent 121 billion minutes on social media sites and bought more than $200 billion of goods online in 2012. We set out to use Google's digital technologies in the social and commerce spaces to create a unique experience that combines these two major online behaviors. Through a newly developed feature for Google+ Hangouts on Air that allows apps to be built alongside the Hangout UI, we were able to adapt Google Shopping Shortlists to work as an app for viewers of a Hangout to watch and shop at the same time.

The Technology

The Results

Shoppable Hangouts was a successful collaboration between Google, the CFDA and a group of designers, including Diane von Furstenberg, Rebecca Minkoff, Marcus Wainwright, David Neville and Rachel Zoe. Collectively, the "Shop the Hangout" pilot program has 150 million+ social media impressions, 65 million+ press impressions and helped increase sales and traffic on partner designers' e-commerce sites. Over 100 other retailers and brands are now requesting to use the product.

  • 5%

    Increase in traffic on e-commerce sites the day of the hangout

  • 3.57

    Million views of launch promotion video

  • 369

    Million total earned social media and press impressions

Launch Date Sept. 3, 2013

The Team

  • AKQA
    • Council of Fashion Designers of America
      • Adam Roth
        Director of Strategic Partnerships
      • Kristine Keller
        Digital Communications Manager
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