British fragrance brand Jo Malone has recently unveiled a new interactive campaign video that engages shoppers in a way by allowing them to purchase items through the video. Featuring brand spokesperson Poppy Delevingne, the interactive campaign video showcases items from the retailer's Queen of Pop collection. The interactive campaign video also provides Jo Malone with the ability to monitor key consumer purchase data through user's interaction with the video.
The interactive format of the video serves a dual purpose for Jo Malone, as it introduces the brand and products to customers, while also providing an easy-to-use instant purchase platform. Not only does this format make it easier for consumers to find and purchase products, but gives the retailer easy access to information garnered from the interaction.