With video ads, Fashion Days goes beyond awareness to engagement and sales

Romania’s largest online fashion retailer Fashion Days aims to be a source of inspiration in helping consumers define their personal style. With millions of daily unique visits to its YouTube channel, Fashion Days has become adept at using the channel to build product and brand awareness. But they were keen to go one step further – they decided to test new ways to engage YouTube viewers as a way of driving traffic to and sales on their website

About Fashion Days
Romania’s largest online fashion retailer
Part of Dante International (eMAG)
www.fashiondays.ro
Goals
Create brand and product awareness
Engage with users
Increase website traffic and conversions from YouTube campaigns
Approach
Ran TrueView for Shopping Ads
Showed specific messages, creatives and products to YouTube users
Attracted users’ attention in the first seconds of each video
Stimulated users to interact with ads
Results
Achieved lower cost per click and higher click-through rate than TrueView in-stream videos
Successfully drove user engagement, demonstrated by lower bounce rate, higher average session duration and more pages viewed per session than visitors coming from in-stream ads
Increased conversion rate by 72% comparing to their previous TrueView campaigns

In partnership with its digital marketing agency Conversion, Fashion Days decided to implement TrueView for Shopping Ads. They tailored the campaign’s videos to the format, created YouTube-specific product feeds and designed attractive shopping cards to encourage users to interact with the brand.

“We wanted to increase the traffic from video campaigns, get users’ attention and help them find the best product for them with little effort. TrueView for Shopping Ads was exactly what we needed!”

– Alina Lehanceanu, PPC Specialist Conversion

Fashion days gif

The hard work paid off: TrueView for Shopping Ads achieved a 15% higher click-through rate than TrueView in-stream ads. What’s more, the click-through rate for shopping card clicks was 75% higher than from the videos themselves. Overall, Fashion Days saw their conversion rate from YouTube improve by 72%.

“We wanted to increase the traffic from video campaigns, get users’ attention and help them find the best product for them with little effort”, says  Alina Lehanceanu, PPC Specialist Conversion. “TrueView for Shopping Ads was exactly what we needed!”

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