Creative Spotlight; Getting Virtual with Master of Malt

In the fourth installment of our Incubeta ‘Creative Spotlight’ series – where we’re shining a light on some of our favorite creative builds, showcasing the numerous ways that creative can drive performance – we’ve got our Video X Gift Finder hybrid, where we built virtual advent calendars for Master of Malt.

Matilda Rose Moir

Master of Malt wanted to boost the sales of their (physical) advent calendars over the festive period so we took their existing video content, and built targeted video gift finders with an interactive quiz element to boost engagement and create personalized product recommendations. By adding a countdown feature we were able to generate urgency, build upon the overarching theme of advent calendars, and push leftover stock.

By aligning design elements to match the clients on site landing page we were able to clearly demonstrate the brand and create a consistent user experience when clicking through to the site. The banners are also completely dynamic, so can be updated for future gifting periods (such as Valentine’s Day and Easter).

Compared to the already successful dynamic product carousels, Click Through Rate was 18% higher, and Conversion Rate was 78% higher across the whole of November and December 2021. When the creative was the user’s first exposure to Master of Malt, CTR was even greater with a 38% increase in clicks in comparison to the dynamic product carousels.


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