Friday, March 4, 2011

Converting awareness to sales

Estee Lauder have employed a unique digital technology in the U.S. that allows consumers to view a “how to” video and click directly through to purchase the product. As the video plays, the user can roll over the video where clickable tabs pop up and reveal more information about the product or allow for click through to purchase or more information.

With multiple screens from which to consume, people seem to have an insatiable appetite for content. This execution is a great way of driving consumers from the content they seek, through to more branded information. Given we’ve seen a huge increase in visitation to consumer generated how-to content, there is an opportunity for a brand to add value to the content by providing the ‘experts’ voice and connecting consumers through to point of purchase. An important feature of this technology is that it is user controlled and if the user rolls off the ad, the pop-ups disappear so to prevent a poor user experience.

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