ULTA Beauty, a global leader in consumer cosmetics, recently launched #ULTAHAUL, featuring videos posted by guests (i.e., customers) who come home with a “haul” of merchandise that they share with followers one product at a time.
Haul videos–the non-geeky first cousin of unboxing videos–started to get the attention of online retailers last year, spiking in 2013 during the week of Black Friday. But based on stats from Google Commerce haul videos are here to stay with over 5.6 million hours of haul videos viewed in 2014 (through September):
But ULTA took haul videos to another level by using Vinja Video to segment the videos into product-oriented ‘chapters’ with synchronized links to product purchase pages that let viewer continue to watch the video while the browse the product page. Click here to see a live example on ULTA’s site.
In a recent investor call, ULTA’s Chief Marketing Officer, Dave Kimball, described their use of Vinja Videos as “ground-breaking” new technology to Wall Street in a recent investor call.
Excerpt of ULTA Beauty Investor call, 10-15-2014