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July 10, 2022
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How to achieve a 35% conversion rate on TV using a shoppable format: A case study by Friday and Xiaomi
The Friday TV channel and the Gazprom-Media Sales House, together with the Xiaomi brand and the agency FUSE Media Direction Group, held the “Black Friday on Friday!” campaign. The campaign had a shoppable video format involving a famous blogger. The project team shared the results of activation with Sostav.
Task
Develop an engaging TV format for Xiaomi to share the brand’s wide range of gadgets and motivate the audience to place orders and purchase goods “here and now.”
Mechanics
To complete the task, the Friday team and the agency FUSE Media Direction Group developed a special in-house project that was implemented in-house on broadcasts and in digital media. From March 25 to May 13, every Friday, the Friday TV channel aired special broadcasts of up to 2 minutes from a hangar with a Xiaomi branded airplane and gadgets.
As part of the project, blogger Roman Kagramanov demonstrated the gadgets, explained their advantages, and invited viewers to play according to one of a few game mechanics: offer their price for the goods at auction, guess the cost and purchase the goods, or buy the gadgets at half price and receive a gift for the purchase.
QR codes were displayed on-screen during the broadcasts. If viewers scanned these codes, they were sent to the landing page, where they could fill out a questionnaire and continue the game online and also receive prizes and discount promo codes. They could proceed to gadget purchase from the promotion page by following the link guiding them to Xiaomi’s online store.
The on-air broadcasts took time zone into consideration so that viewers from all regions of the country could take part.
The project was announced on-air and on the Friday social media pages. Throughout the week, the project promo videos advertised the mechanics and the gadget in the upcoming drawing.
Results
The campaign was held on eight Fridays. During this time, viewers scanned the QR codes more than 93,000 times and filled out 18,500 questionnaires. The average conversion rate was 20%.
The “Guess the Price of the Goods” contest mechanics was the most effective. The broadcast inviting viewers to guess the price of headphones reached a record conversion rate of 35%. In just two minutes on air, viewers scanned the QR code almost 14,000 times and filled out 4,867 questionnaires.
The project reached more than 7.7 million viewers. The maximum share of the project reached 6.9%, which exceeded the channel’s share by 31% over the same period. The digital project reached more than 2.5 million people.
The trend of improving the ROI from media investments is strengthening, even while the use of multiple conversion tools is limited and company marketing budgets are utilized as modestly as possible. The shoppable video format is yet another cool discovery of the Friday channel. It is an interesting solution that not only conforms with this trend, but also allows brand loyalty to be increased.
We have been developing special on-air partner projects for a long time, including in shoppable formats. This partnership with Xiaomi has been one of the most effective special projects. We are very happy that our project partner has fully trusted the Friday marketing team. We managed to implement a rather complex special project in the shortest possible time: from the QR-code scanning technology, which was fully developed by us, to the filming of the promo and graphic design. We are pleased with this brand synergy. And we managed to do it so that viewers perceived the format as part of the TV channel’s content, rather than as advertising, and they actively interacted with their TV sets. The on-air figures evidence of that: the maximum share of the project exceeded the average share of the channel during the same period by 31%.
The special sponsorship project on the Friday TV channel is the creation of high-quality branded content with top hosts and a certain technological complexity, and also a powerful and effective tool for conversion into sales.
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