What it had to solve
Promote The Iconic's sports range using made-for-platform creative on YouTube.
The idea
Make ads for the platform's shopping format: athletes mid-sport with blue buttons that let viewers buy their outfits instantly.
How it works
The Iconic, Google and The Glue Society created four ads, featuring a weightlifter, a runner, a yogi and a swimmer. Blue buttons invite viewers to click and shop the outfits instantly, which the copy says relieves the athletes of the strain of their workout.
What it did
Mumbrella reports no results. Google's creative development lead calls it a brilliant example of made-for-platform creative that drives user engagement.
Background
Mumbrella reports that online retailer The Iconic used new YouTube technology that lets viewers directly interact with an ad's content and shop from the retailer's sports range. The work was created in collaboration with Google and The Glue Society.
It consists of four ads featuring a weightlifter, runner, yogi and swimmer doing their sports and showing off their attire. Blue buttons presented to the viewer encourage them to click and shop the outfits instantly, which will relieve the athletes of the strain of their workout.
Google's creative development lead Vix Berthinussen says the TrueView for Action technology drives higher engagement between brands and consumers, and calls the work a brilliant example of made-for-platform creative made by a team specifically assembled for it: The Iconic, The Glue Society and Revolver.
Why it lands
The buttons turn passive viewing into immediate shopping.
Four different sports let one format show the range in context.
A team assembled around the platform's capability kept the creative native to it.
What you can take
Write the creative around the platform's new interaction so the click is part of the story, not an add-on.
Since then
The Mumbrella report, published February 2021, gives no click or sales results.
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