# Shoppable Fragrance Videos Jo Malone's Interactive Campaign Video Lets Viewers Shop in the Ad By Justin Lam | Published 2018-08-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/interactive-campaign-video References: [psfk](https://www.psfk.com/2018/08/jo-malone-fragrance-shoppable-videos.html) & [player.smartzer](https://player.smartzer.com/v/5669544198668288?lang=UK) 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](https://www.trendhunter.com/trends/equativ-shoppable-ads). 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. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 51% | Activity: 61% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Interactive Shopping Videos:** Jo Malone's shoppable fragrance video demonstrates the trend of interactive videos that allow viewers to make purchases directly. - **Personalized Marketing:** The interactive campaign video showcases the trend of personalized marketing by featuring brand spokesperson Poppy Delevingne. - **Data-driven Advertising:** Jo Malone's video exemplifies the trend of data-driven advertising, as it enables the brand to collect consumer data through user interaction. ### Where This Applies - **Fragrance:** The fragrance industry can leverage interactive videos to create immersive shopping experiences for customers. - **Marketing and Advertising:** The marketing and advertising industry can embrace personalized videos to engage consumers and drive sales. - **E-commerce:** The E-commerce industry can benefit from the data-driven approach of interactive videos, as it provides valuable consumer insights for targeting and marketing strategies. ## Related on Trend Hunter - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Fragrance Layering Campaigns](https://www.trendhunter.com/trends/jo-malone-london-uniquely-you.md) - [Add-to-Cart Video Advertisements](https://www.trendhunter.com/trends/shoppable-video-ads.md) - [On-Click Shoppable Video Ads](https://www.trendhunter.com/trends/adadapted.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Streamlined Shoppable Video Ads](https://www.trendhunter.com/trends/ads-manager.md) - [AI-Powered Scent Advisors](https://www.trendhunter.com/trends/jo-malone-london-scent-advisor.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md)