Cannuka Luxe And Neiman Marcus Are Making Shoppable CTV Advertising A Reality

Screenshot of the Shoppable TV ad

Cannuka Luxe

Say the words “Jennifer Aniston’s sweater” to anyone in the advertising or media industry (or at least anyone over the age of 40) and you’ll get a conscious look.

The phrase refers to the long-held dream of making the trade come true to the “TV to buy” and sometime in the early 00’s, the chance to see Aniston in Friends and then click and buy his sweater became in a shorthand for trade t. .

Unfortunately, this type of trade-t never arose.

There were several reasons: early proponents mistakenly thought that viewers would stop in some way, in the middle of the show, to make a purchase, there was no easy way to warn viewers that specific items on the screen were available for purchase and consumers were not familiar with any of the technology that would allow them to actually buy something, i.e. QR codes.

We are moving fast until 2021 and the pandemic seems to have changed all that.

After two more decades of trying to get QR codes done, they finally did so, thanks in large part to restaurant menus, which consumers of all ages learned to access via QR codes and their most stylish cousins. and custom, Flowcodes.

With this in mind, an emerging beauty brand called Cannuka Luxe decided to make use of TV ads to buy in a recent campaign designed to promote the brand’s recent launch to Neiman Marcus, which will also include Cannuka Luxe products at 21 their stores. as online.

Cannuka Luxe is part of a new wave of “clean, green” beauty brands and, as its name suggests, full-spectrum CBD oil is a key ingredient. As such, the brand was looking for a different type of audience than the beauty influencers on social media usually reach.

“For a product like ours, we weren’t interested in the usual playbook of contacting influencers and micro-influencers on Instagram and TikTok,” said Brad Tipper, CEO of Prospect Farms, the parent company of Cannuka Luxe .

“We don’t come from the beauty industry,” he added, “and maybe that’s why we were able to look at the market in a different way, but our goal was to create a direct relationship with our audience right away, rather than having influencers. create this relationship for us “.

And to create that relationship, Tipper turned to advertising technology startup MadHive, which is driving CTV’s local efforts for stations like Fox and Scripps. MadHive helped create a campaign that revolves around TV commercials that can be purchased at CTV outlets aimed at luxury customers living near a Neiman Marcus store, those who receive the coveted book of Neiman Marcus Christmas as well as customers of the 250 richest postcodes.

“When you spend a 15- or 30-second video with sight, sound, and movement, it creates more of an emotional connection with consumers than anything else on social media,” Tipper added. “For the type of customer who buys from Neiman Marcus and would buy Cannuka Luxe, that emotional connection is a big plus.”

All TV ads include a featured Flowcode, a more stylish and elegant version of a QR code. Consumers display the phone’s camera code and head to a page on their mobile browser where they can purchase Neiman Marcus products and have them delivered or picked up at their local store.

“Two or three years ago, consumers would have had no idea what to do with a Flowcode or a QR code,” noted Adam Helfgott, CEO of MadHive. “But they’ve become so ubiquitous that consumers immediately know how to interact with them, and so we’ve been able to create a shopping experience from ads.”

Cannuka Luxe has also installed Flowcode-enabled kiosks in stores at various Neiman Marcus locations, and consumers who interact with them can learn more about the products, another way to gain traction with a small, select audience.

“CTV offers brands the best of both worlds: precise digital orientation with the premium, high-impact TV screen experience,” said Helfgott, offering infrastructure as a service drives advertising efforts for major broadcasters, brands and agencies. .

“This convergence has helped television move beyond a brand awareness platform only to become a full-funnel marketing tool, especially when you incorporate TV tools that can be purchased as QR codes directly at This partnership can really serve as a framework for brands of all sizes to launch new products. “

What’s interesting about Cannuka Luxe’s interactive TV spots is that they allow the brand to connect with consumers who can then make a purchase while their interest is still aroused. While most people would not consider a $ 68 eye cream to be an impulsive purchase, this is exactly what it is for the luxury goal, which is familiar with terms found in advertising. Cannaku Luxe as “full spectrum” (a reference to the type of CBD). oil used in the products) and have been curious to try this type of beauty products. (The Neiman Marcus trust mark also serves as a “seal of approval” for them to do so).

As such, it is not too exaggerated to see this type of advertising technology to buy extended to more mass market products, the kind of goods or services that a large number of consumers would see as “I need it now!” type purchases. With the best targeting opportunities that CTV can offer, TV ads that can be purchased soon should become a reality on a scale.

This development would be a victory everywhere: CTV programmers would be able to directly demonstrate the effectiveness of television advertising, while retailers and DTC brands could take advantage of the emotional connection of TV commercials while still selling live to consumers.