Currys PC World wins Black Friday shoppers with multi-CTA videos
below CPLC benchmark
Among all the Black Friday offers people see online, Currys PC World (@curryspcworld) wanted its brand to rise above the crowd, and to make it easy for people to shop the deals they sought.
The retailer was determined to harness Twitter’s in-the-moment energy to win views and clicks around the busiest shopping day of the year.
@curryspcworld worked with Twitter API partner Adaptly (@adaptly) and media agency Blue 449 (@blue449) to create a series of video ads. Each video promoted three different products, with three corresponding call-to-action (CTA) buttons just below it in the Tweet.
The simple click of a button turned viewers into shoppers as they landed on the relevant product page on the @curryspcworld website.
@adaptly and @blue449 segmented the campaign targeting based on users’ conversations around the @curryspcworld brand, the brands they follow, their interest in technology products, and their product searches.
Arrest attention with video.
@curryspcworld used video to ensure its Black Friday messaging was unmissable on people’s timelines.
Smooth the path to purchase.
By giving a separate CTA button for each featured product, @curryspcworld turned its Tweets into user-friendly shopping tools during the busy Black Friday season.
@curryspcworld succeeded in winning views and clicks at the most competitive time in the retail calendar. Over the course of a single week, the campaign drove 635,000 views and 19,000 link clicks, at a cost per link click (CPLC) three times lower than benchmark.
The multi-CTA video format, with buttons leading directly to each of the products, made it easier for users to browse and actually make a purchase. Because Twitter is about what’s happening right now, it was the perfect choice to connect with customers around Black Friday.
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