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Optopus was asked to work on a full eContent revamp for the Auchentoshan brand to improve its share of shelf and premiumise the Scotch whisky brand across digital channels. We began by working on all content requirements for a benchmark product detail page, covering each of the SKUs within their portfolio. This includes textual assets to CGI product images, 360 spins, mobile-ready hero images, advanced content for Amazon (A plus pages), digital & social paid campaigns and even an Amazon brandstore.
The only thing missing were animated assets on the product detail page: i.e. videos that would not only engage consumers, but close the sale. All the videos the brand had already created were focused on awareness and ATL use, and those were not fit for the final stage of the digital funnel.
With the goal of increasing consumer engagement and conversion in the digital space, we worked on a set of brand & SKU video templates.
We created a film script & storyboard following a hierarchy that specified the most important messages to communicate, and in which order. The storyboard took into account some existing brand assets (previous images and footage) while including the creation of new ones.
Once the storyboard was completed, the editing & motion graphics team started creating the video for the brand’s key SKU: Auchentoshan American Oak. We used a new animation style that followed the core visual cues from a newly developed brandbook.
This key video template was then adapted for the rest of SKUs across the Auchentoshan portfolio, translating into an optimisation of time and also a cohesive approach to brand & SKU videos for the digital shelf.
This set of videos is hot off the press. Although no performance data is available yet, knowing that 62% of shoppers watch a video before purchasing premium category products gives us the confidence that this will be a successful project. Watch this space.