2nd December
As the festive season fast approaches large retail giants are focusing their efforts on online video marketing campaigns that inspire, create viewer empathy, and instil brand affinity. The recent John Lewis and Mulberry Christmas video advertisements are prime examples of this type of online video marketing, converting viewers to consumers, by seducing the senses and appealing to emotional drivers.

This is not the only way brands and retailers are attracting large amount of viewers using online video campaigns. Recently Ulta Beauty teamed up with big name US vloggers to promote their range of gift sets through a series of shoppable videos. Large retailers partnering with beauty vloggers is nothing new but the recent added benefit of offering a shoppable video experience for people is providing a seamless purchasing journey directly from the video. Perfect for the online Christmas shopper!

So far seasonal beauty haul videos have been filmed by Melisa Michelle and Alison Loves JB to show-off the many products Ulta Beauty has to offer women in the run-up to Christmas. Whilst Melisa Michelle shares what she's giving her Mom this Christmas, we see Alison gift her little sister a great many teen friendly goodies.

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Ulta are going all out to show their online range of beauty products are for women of all ages and preferences. As each beauty item features in the vloggers videos, a clickable product tag appears within the video. Viewers can click on this interactive tag, find out more about the product and choose to buy it there and then through the video.

Early indicative statistics show average CTR's of 30% as more traffic is being directed to the brands website.

In the run-up to Christmas it's well known that consumers want to avoid the in-store queues and shop online from the comfort of their own home. Now they have the extra benefit of buying items directly from the video in a seamless purchasing process never before seen.

With online video views at an all-time high and research showing consumers are 80% more likely to purchase a product they see in a video (Internet Retailer 2014), it's no wonder Ulta Beauty and vloggers like Alison and Melissa Michelle want to capitalise on this and make it easy for fans to shop their look.

Watching a fun and informative festive video from a vlogger and getting to shop directly from the video will be seen as many as a win-win situation. We can't wait to see more shoppable haul videos in the run-up to Christmas.


Ruth profile pic
By Ruth

As a lifestyle blogger and video creator in her own right, Ruth was tagging her videos even before she got the job as Marketing Manager! Ruth likes to keep her schedule pretty packed and you'll often find her plotting her next getaway.

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