Transform past collections into The Most Exclusive Collection. We removed the most desired items from YOOX.com and made them available only through skippable pre-roll ads. The catch? You had just one shot at getting each product. Skip the ad and you can kiss that item goodbye. Forever.

To achieve that, we had to make sure we could:

a. Offer new customers products they actually wanted (though we had no data on them).

b. Create hundreds of videos, each with a different product.

c. Deliver the right video to the right person programmatically on a global scale.

d. Guarantee the same ad would not be served twice to the same person.

e. Manage the campaign in real time, so sold out products weren’t shown accidentally.

The implementation of the campaign relied on an coordinated effort around the data available to each stakeholder. Google data was used to choose the most relevant products for each country. YOOX un-deeplinked the selected products from its website and put them on a separate data feed.

Our proprietary video rendering platform generated, tagged and uploaded the hundreds of individual videos directly to YOOX’s YouTube channel overnight.

Placements were defined programmatically, using all available tools, including search history match (Custom Intents). A custom script allowed live stock data to manage the campaign (a world’s first), removing videos as products were sold.

The Most Exclusive Collection had almost 400 individual ads, in 4 different languages. The ads were seen by millions of people globally and generated hundreds of thousands Euros in sales.

Over 51.000.000 impressions.

14.7 million unique users reached.

19.000.000 complete views.

Non-skip rate 23% higher than global benchmarks.

Average watch time per impression: 14.5 seconds.

24 years of combined watch time.

310.000 people clicked to the website.

1715 luxury items sold.

266.430,35 Euros worth of merchandise sold.

Impressions above target: 18% Italy, 22% Japan, 40% Korea.*

Views above target: 42% Italy, 23% Japan, 13% Korea, 12.5% US.

The campaign was so effective, it was limited by daily budget every day.

Average cost per view of just 0.02 Euros.

CPV below target: -35% Italy, -21% Japan, -17% Korea, -12% US.

Ad recall lift: 32.3% Italy, 17.2% US.*

Purchase intent lift: 17.2% Italy, 13.4% Japan, 8.4% Korea.*

Brand interest lift: 97% US, 71% Japan.*

*Other countries were not measured.