Facebook launches Collection, a new way to shop on mobiles. Shopping has translated these days from brick and mortar stores to online websites and apps. Consumers prefer faster loading and seamless experiences when they discover and buy on mobile. Marketers want better ways to visually inspire mobile shoppers.
How does it work? Collection increases the likelihood of discovery and a purchase by featuring a primary video or image above relevant product images. When shoppers click an ad, it directs him to seeing up to 50 products at a time.
Tapping on a product will take the most interested people to a product detail page on a business’ website or app to purchase. Three in four consumers say that watching videos on social media influences their purchasing decisions, which is why Facebook designed Collection.
Photo courtesy of Adidas
“This new ad format has everything we need to introduce a new product and drive sales. We used collection to showcase a video highlighting the technical features of the Z.N.E. Road Trip Hoodie,” said Rebecca Watts, Performance Marketing Senior Specialist at Adidas.
Global sports brand, Adidas, used collection to drive sales for its new Z.N.E Road Trip hoodie and complementary products.
“People who tapped on the ad were instantly taken to a full-screen shopping experience that included complementary Adidas products to complete the look. [Facebook] Collection has outstanding cross-selling capabilities, and we’ll certainly explore this new format again to inspire and increase sales,” Watts further commented.
Photo courtesy of Tczamok
“Our mission was to democratize the runway and make every look immediately available to all consumers worldwide. We took our video assets to the next level, through integrating shopping functionality,” said Avery Baker, Chief Brand Officer at Tommy Hilfiger.
American fashion brand, Tommy Hilfiger, used collection to bring its “See Now, Buy Now” fall 2016 launch to life on mobile and saw a 2.2x higher return on ad spend.
“Collection creates a consumer experience that reflects how current generations of digital natives interact with their favorite brands. The results exceeded expectations, generating an ROI increase of over 200 per cent,” Baker said.
Instagram ads direct to a destination on Facebook such as a Page, marketers will see these clicks reported as outbound clicks. The social media giant will develop outbound clicks over the coming weeks.
Press release and photos courtesy of N2N Communications.