#ReStyledByGUESS YouTube Format SS22
#ReStyledByGUESS – New YouTube Format #ReStyledByGUESS is a new YouTube format which shows the restyling of common people, chosen among GUESS top customers. The series consisted of 5 episodes which were filmed at Guess Europe showrooms.
Italian influencer and TV host Tommaso Zorzi, with over 1.9 M followers on IG, helped the guests to create the perfect outfit for a special occasion such as: transitional look day to night, graduation day, wedding, birthday party, music concert. Each episode focused on a different collection from SS22: Marciano man/woman, GUESS Jeans man/woman, GUESS Kids. Tommaso’s stylist, Ambra Pierantoni, took part with the role of fashion advisor.
Each episode has been promoted through: - Tommaso Zorzi IG post + IGS - GUESS IGS, IG posts, EU FB posts - Ads campaign on YT and IG - DEM & Banners on GUESS Ecom - GUESS JOURNAL on GUESS Ecom
TOTAL IMPRESSIONS: + 13 M POTENTIAL REACH: + 10 M
*IMPRESSIONS: The number of times the content has been viewed across all channels, plus the number of interactions(on influencer & GUESS accounts) *POTENTIAL REACH: The number of unique viewers that we could have potentially reached through the contents posted on influencers and GUESS channels
#ReStyledByGUESS - Episodes
+ 30.6 K views + 1 K likes 182 comments
+ 27 K views + 705 likes + 98 comments
+ 65.9 K views + 497 likes + 70 comments
+ 41 K views + 528 likes + 105 comments
+ 50 K views + 408 likes + 65 comments
#ReStyledByGUESS - @tommasozorzi Social Support
Tommaso supported the format with an IG video posted on his Instagram page, to announce the new series. Below the insights related to this post: • REACH: + 821 K •
VIEWS: + 478 K
#ReStyledByGUESS - @tommasozorzi Social Support
The above IGS are the one created to support the first episode. TOTAL VIEWS: + 460 K
#ReStyledByGUESS - @tommasozorzi Social Support
The above IGS are the one created to support the second episode. TOTAL VIEWS: + 781 K
#ReStyledByGUESS - @tommasozorzi Social Support
The above IGS are the one created to support the third episode. TOTAL VIEWS: + 491 K
#ReStyledByGUESS - @tommasozorzi Social Support
The above IGS are the one created to support the fourth episode. TOTAL VIEWS: + 620 K
#ReStyledByGUESS - @tommasozorzi Social Support
The above IGS are the one created to support the fifth episode. TOTAL VIEWS: + 357 K
#ReStyledByGUESS - @guess IG Social Support
#ReStyledByGUESS - @guess IG Social Support
Guess supported the format also with an IG video posted in feed on the Instagram page: Below the insights related to this post: •
TOTAL LIKES: 21.6 K
•
TOTAL IMPRESSIONS: 61
#ReStyledByGUESS - @guess FB Social Support
TOTAL LIKES: 169 TOTAL IMPRESSIONS 197
#ReStyledByGUESS – Ecom Support DEM
HOMEPAGE BANNER
GUESS JOURNAL
#ReStyledByGUESS - Dem Insights For each episode a DEM was sent to Italian and Ticino database
Date: 12th April
Date: 26th April
Date: 11th May
Date: 23rd May
Date: 7th June
Open Rate: 16,65% CTR: 0,33% CTOR: 1,98%
Open Rate: 20,04% CTR: 0,38% CTOR: 1,88%
Open Rate: 21,03% CTR: 0,14% CTOR: 0,67%
Open Rate: 19,48% CTR: 0,30% CTOR: 1,54%
Open Rate: 19,29% CTR: 0,14% CTOR: 0,74%
Sent to Italian DB + Tessin
Sent to Italian DB + Tessin
Sent to Italian DB + Tessin
Sent to Italian DB + Tessin
Sent to Italian DB + Tessin
* CTR: Clickthrough rate- is the number of clicks that an ad receives divided by the number of times the ad is shown
* CTOR: Click to open rate - compares the number of unique clicks to unique opens. It indicates how effective the DEM performed *Source: Marketing Cloud – Send Classification by Email Tracking Report
#ReStyledByGUESS - Shop the Look Button Each YT video featured a “Shop the Look” info button, leading users on a dedicated landing page with the final ensemble look selected by participants. In this way the potential customer had the chance to purchase the full look.
#ReStyledByGUESS - Ecom Insights Below you can see an overview of views/interaction within the GUESS journal page for each episode. The first two episodes registered over 20% of the total views of the GUESS Journal. The column Δ% vs Avg. Time on Page* shows that the page #RestyledByGUESS registered an average time on the page 70% higher compared to the rest of the website.
Period
Content
Unique Page Views*
% of Total Unique Page Views*
Avg. Time on Page*
Δ% vs Avg. Time on Page* (All Site)
Week 15
ReStyled By GUESS Ep.1
1.489
26,29%
00:02:27
52,90%
Week 17
ReStyled By GUESS Ep.2
1.173
22,97%
00:03:19
106,77%
Week 19
ReStyled By GUESS Ep.3
382
10,68%
00:02:08
28,86%
Week 21
ReStyled By GUESS Ep.4
853
18,46%
00:03:19
134,54%
Week 23
ReStyled By GUESS Ep.5
265
7,84%
00:02:31
50,52%
#ReStyledByGUESS – IG/YT/FB Ads A paid campaign was planned from April to June 2022 with the objective of creating awareness and traffic to #RestyledByGUESS YT series.
Format: Images, video, stories, YouTube discovery Country: Italy Channels: IG, FB, YT Audience: 18 – 45 yo
FACEBOOK / INSTAGRAM - Stories, posts, video * IMPRESSIONS: The number of times the Ads has been viewed across all channels
YOUTUBE - Discovery
#ReStyledByGUESS - IG/YT/FB Ads Performances
110 K
9.8 M IMPRESSIONS
50 K
We reached 5.3 mln people through the campaign
CLICKS ON LINK With a CPM average of 0.84 €
* IMPRESSIONS: The number of times the Ads has been viewed across all channels * REACH: Unique visitors who have seen the ADS at least once across all channels
PAID YOUTUBE VIEWS And 6.5k hours of watch time through paid campaign on YouTube.
2.5 M SOCIAL VIDEO VIEWS Full video trailer views on FB and IG
#ReStyledByGUESS - IG/YT/FB Ads Performances
Best paid performance
Paid views
Total views
Worst performance
*We did not do Youtube adv on the first two episodes of the series