#RestyledByGUESS Report

#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