The Story
Sephora wanted to make their Black Friday and Christmas campaign videos instantly shoppable. Instead of viewers watching a beautiful product video and then having to search for items, they could click and buy in the moment.
They deployed interactive video overlays with product hotspots embedded directly in animations, plus a shoppable carousel displaying all tagged items. A dual CTA strategy offered both "Add to Cart" for impulse buyers and "More Info" for researchers.
The approach captured customers at different stages of their journey. The 47% engagement rate showed viewers actively interacted with shoppable elements. Even more telling: 34% of all clicks went directly to "Add to Cart."
That high add-to-cart rate revealed something important: when shoppable video is done right, a significant portion of viewers are ready to buy immediately. The friction-free experience converts inspiration to purchase in seconds.
"The high percentage of Add to Cart clicks revealed that a significant portion of viewers were making impulse purchases directly through the videos."
— Smartzer Case Study