"We prioritize a consistent brand identity across our platforms, so we waited to find the solution that had the best UX and design and that offered informative and elevated video content for our customers.” - Jordyn Casaus, Director of Digital Marketing

The Goal

Crown Affair wanted to source aspirational, yet approachable usergenerated video content that aligns with their premium branding for eCommerce to help increase customer engagement, conversion rate, brand value and social proof.

The Solution

Crown Affair partnered with Hue to source 27 usergenerated videos for the Dry Shampoo from Hue's UGC Community. Crown Affair was able to match with Hue creators who represent all hair types, textures, and thicknesses, also align with the brand’s premium aesthetic.

Hue then customized the font, colors, and themes to Crown Affair’s brand identity before embedding Hue’s UGC and Shoppable Video Technology onto its Dry Shampoo product page. Hue also curated the Featured Video section, using engagement data to identify which UGC videos would drive engagement and conversion.

Smart Filters give shoppers the personalized, video-powered experience they desire

The Results

After embedding Hue Shoppable Video on its Dry Shampoo product page, the Crown Affair team generated increased customer engagements, interactions, and conversions:

+72% conversion rate increase

Hair care customers engage with Hue’s video review module to gain social proof from people like them, giving them confidence that product will work for their unique needs.

+63% add-to-cart rate increase

The increased add-to-cart rate exceeds Hue's “exceptional” benchmark and demonstrates the effectiveness of the Shoppable Video on conversion.

14.0% engagement rate

Customers are highly engaged with the Shoppable Video, watching 2.45 videos across 99.37 seconds. The increased engagement rate is strong and remains in Hue's “great” benchmark.

*Measured through Shopify, 4 weeks pre-launch with Hue and 4 weeks postlaunch with Hue

Click here to view Hue Shoppable Video on Crown Affair's "The Dry Shampoo" product page.

Filter by hair type → View on different people → Add to cart

"I was impressed with how seamlessly Hue embedded their video review module onto our Dry Shampoo page! We customized everything to perfectly match our brand colors, fonts, and more."

- Jordyn Casaus, Director of Digital Marketing

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