One of the major benefits of the interactive Infillion canvas is that we can create personalized, informative experiences for consumers without sacrificing any fun or whimsy — just ask Mattel!
This year, Mattel opted to run a product recommendation quiz for its Fisher-Price brand, bringing a variety of gift ideas for children of all ages — and with all interests — straight to the adults looking for inspiration.
The concept is simple: after watching a video clip of featured products in action, the consumer answers a couple of demographic questions about the child they’re shopping for and are then taken to what is essentially a microsite filled with age-appropriate products for every kid. The consumer is then free to browse through all of the other products for different age groups via the menu at the top of the page.
Each product — 9 in total spread across 4 different age categories — has a unique CTA button which takes consumers directly to the product page on the Mattel website where they can learn more and purchase with the click of a button.
The best part about this unit is its adaptability. We were able to easily switch out the featured products quarterly and converted the unit from a quiz to a content collection microsite for CTV.
Users came to play: this campaign had a 6.4% CTR, saw an average of 3.9 interactions per consumer, and drove 3X more lift in brand preference compared to our Consumer Goods category average.
