Design Within Reach & Ceros
Design Within Reach came to Ceros looking to create an interactive, immersive, and visually-compelling quiz that their followers could engage with to determine their outdoor style, and ultimately, shop their products. The ultimate goal of the campaign was consideration. The interactive format offered visitors an engaging way to decipher their personal style and served up product recommendations based on their selections in the quiz. The Ceros platform and professional services enabled Design Within Reach to serve their visitors an out-of-the-box and engaging experience, optimized for mobile.
Their Goals and Our Solution
The ultimate goal of the quiz was consideration and engagement. With a premium product assortment and an elevated brand, meaningful consideration needs to happen before conversion and purchase for DWR customers. The ad unit leading to the quiz experience allowed Design Within Reach to build relationships with their social audience and increase brand loyalty by offering visitors a beautiful, fun, and cohesive mobile experience from the lead-in ad unit to the swipe-up quiz, both built by Ceros
The quiz appealed to DWR’s design-conscious audience by offering them insight into their personal style and a customized product assortment. Further, the creative was successful in capturing visitors' attention and keeping them on the page. The elevated aesthetic, clean illustrations, and subtle animations aligned well with Design Within Reach’s look-and-feel, reinforcing the DWR brand as a leader in authentic, modern design. The brevity of the quiz and the clean creative was optimized for quick consumption on mobile devices.
Throughout the build process, our Professional Services team tested several up-front hypotheses around best practices for mobile-optimized quizzes, including quiz length, number of choices, and quiz progression. With four simple questions, visuals for each option, and a progression bar guiding the quiz, users progressed quickly and seamlessly through the experience.
spanned four questions and four personas, with each yielding 4 - 8 product recommendations on DWR's website. This quick, easy-to-consume quiz format was successful in its appeal to Design Within Reach’s social audience. The quiz was optimized for mobile engagement, aligned with DWR’s elevated visual aesthetic, and engaged their design-conscious audience. Visitors were incentivized to complete the quiz by the promise of learning their “Outdoor Style” persona. The quiz was promoted on Facebook and Instagram Stories as an engagement-optimized campaign. Visitors were driven to the interactive landing page, built in Ceros, after clicking on or swiping up on an ad from Facebook and/or Instagram Stories. The ads were optimized for page views.
Design Within Reach leveraged the Ceros Professional Services team to produce the interactive quiz, as well as the social sharing asset that drove visitors to the experience. The Professional Services team scoped three days of active build time for the quiz. From start to completion, the project spanned three weeks, including two rounds of client feedback and revisions.
the quiz, the first of its kind for Design Within Reach,
By the Numbers
In total, Design Within Reach's Ceros quiz drove:
Partnering with Ceros and building the experience was relatively turnkey. For a retail organization like ours, we're running many initiatives and campaigns and there's limited capacity. Being able to partner with software and services like [Ceros] enables us to expand bandwidth in ways that are really meaningful and valuable.
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
“”
It’s great to see that nearly two thirds of people went deep into the journey, because, especially on mobile, we know that consumers’ attention span is extremely short.
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
“”
of consideration and engagement, but it also exceeded expectations by driving revenue, both online and offline. The high completion rate and engagement metrics speak to the success of strong creative decisions and adherence to mobile best practices. This was the first interactive quiz, built in Ceros, that Design Within Reach has promoted to its audience on Facebook or Instagram. The success of this quiz reinforces consumer appetite for engaging, immersive, and interactive experiences on mobile.
Looking to the future, Design Within Reach hopes to expand its interactive offering on Facebook and Instagram and is looking to explore other use cases for Ceros, beyond quizzes, like sweepstakes and giveaways. With Ceros, the DWR team will continue to build turnkey, engaging experiences for their audience on Facebook and Instagram.
Ultimately, this quiz not only achieved Design Within Reach’s goal
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
Craftmanship and quality are really important product attributes to our consumer, so we focus on ensuring we’re helpful and competitive especially in the consideration phase of their journey.
“”
Before Ceros
After Ceros
Key Takeaways
Performance Metrics
Campaign Background
Campaign Overview
average session duration on DWR.com from the quiz
36s
average pages per session on DWR.com from the quiz
4.3
revenue, online and offline, direct result from the quiz
$6k
video plays on social sharing asset
150k
67%
completion rate
average time spent on the quiz
27s
You guys are amazing. You're great partners. Ceros gives marketers like me the ability to build experiences like these without having to code . . . that’s the boon.
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
“”
Ceros is an experiential content creation platform that enables companies to create interactive, digital content without traditional development or code.
The world's leading brands are leveraging Ceros to create rich, interactive, and immersive Pin Extensions that drive engagement and conversions.
Learn More
Learn More
Design Within Reach is your source for the best in modern design, from iconic mid-century works to innovative items designed today.
DWR offers the world's largest selection of authentic modern furniture, lighting and accessories.
Learn More
Learn More
of visitors clicked action within the quiz
75%
36%
of visitors clicked an outbound link
Creative: Ad Unit
Design Within Reach relied on Ceros to design and build the ad unit that drove prospective customers to the interactive quiz, in an effort to capture and hold the audience’s attention and to ensure consistency throughout the visitor journey. The ad unit, a video that echoed the first page of the quiz, was optimized for mobile. It included clear branding at the onset and captured the elevated aesthetic of the Design Within Reach brand. The ad unit was grounded by a lifestyle video featuring DWR product, with copy overlay and a clear call to action to swipe up. The copy was central to this unit’s success: the headline, “That Summer Feeling,” captured visitors’ attention and the promise of “discovering your summer style” incentivized visitors to click through to the quiz. While the goal of the ad and subsequent quiz was product consideration, the ad unit was not overtly product-focused: the promise of discovering one’s style encouraged visitors to click through to the Ceros experience and complete the quiz.
By leveraging Ceros for the lead-in ad unit and the swipe-up experience, DWR was able to capture visitors’ attention and keep them there, creating a seamless experience for their audience on Facebook and Instagram. The ad unit ultimately proved successful: 75% of visitors clicked an action within the quiz and 67% of visitors completed the quiz.
Creative: Post-Click Experience
Learn More
Design Within Reach is your source for the best in modern design, from iconic mid-century works to innovative items designed today.
DWR offers the world's largest selection of authentic modern furniture, lighting and accessories.
Learn More
Ceros is an experiential content creation platform that enables companies to create interactive, digital content without traditional development or code.
The world's leading brands are leveraging Ceros to create rich, interactive, and immersive Pin Extensions that drive engagement and conversions.
Social Media Marketing Manager, Design Within Reach
Justin Gimotea
You guys are amazing. You're great partners. Ceros gives marketers like me the ability to build experiences like these without having to code . . . that’s the boon.
The quiz, the first of its kind for Design Within Reach, spanned four questions and four personas, with each yielding 4 - 8 product recommendations on DWR's website. This quick, easy-to-consume quiz format was successful in its appeal to Design Within Reach’s social audience. The quiz was optimized for mobile engagement, aligned with DWR’s elevated visual aesthetic, and engaged their design-conscious audience. Visitors were incentivized to complete the quiz by the promise of learning their “Outdoor Style” persona. The quiz was promoted on Facebook and Instagram Stories as an engagement-optimized campaign. Visitors were driven to the interactive landing page, built in Ceros, after clicking on or swiping up on an ad from Facebook and/or Instagram Stories. The ads
were optimized for page views.
Design Within Reach leveraged the Ceros Professional Services team to produce the interactive quiz, as well as the social sharing asset that drove visitors to the experience. The Professional Services team scoped three days of active build time for the quiz. From start to completion, the project spanned three weeks, including two rounds of client feedback and revisions.
Social Media Marketing Manager, Design Within Reach
Justin Gimotea
It’s great to see that nearly two thirds of people went deep into the journey, because, especially on mobile, we know that consumers’ attention span is extremely short.
67%
completion rate
$6k
revenue, online and offline, direct result from the quiz
36S
average session duration on DWR.com from the quiz
27S
average time spent on the quiz
average pages per session on DWR.com from the quiz
4.3
video plays on social sharing asset
150k
of visitors clicked action within the quiz
75%
36%
of visitors clicked an outbound link
Design Within Reach relied on Ceros to design and
build the ad unit that drove prospective customers
to the interactive quiz, in an effort to capture and hold
the audience’s attention and to ensure consistency throughout the visitor journey. The ad unit, a video
that echoed the first page of the quiz, was optimized
for mobile. It included clear branding at the onset and captured the elevated aesthetic of the Design Within Reach brand. The ad unit was grounded by a lifestyle video featuring DWR product, with copy overlay and a clear call to action to swipe up. The copy was central to this unit’s success: the headline, “That Summer Feeling,” captured visitors’ attention and the promise of “discovering your summer style” incentivized visitors
to click through to the quiz. While the goal of the ad
and subsequent quiz was product consideration, the
ad unit was not overtly product-focused: the promise
of discovering one’s style encouraged visitors to click through to the Ceros experience and complete the quiz.
By leveraging Ceros for the lead-in ad unit and the swipe-up experience, DWR was able to capture visitors’ attention and keep them there, creating a seamless experience for their audience on Facebook and Instagram. The ad unit ultimately proved successful:
75% of visitors clicked an action within the quiz and
67% of visitors completed the quiz.
Creative: Ad unit
The quiz appealed to DWR’s design-conscious audience by offering them insight into their personal style and
a customized product assortment. Further, the creative was successful in capturing visitors' attention and keeping them on the page. The elevated aesthetic,
clean illustrations, and subtle animations aligned well with Design Within Reach’s look-and-feel, reinforcing
the DWR brand as a leader in authentic, modern design. The brevity of the quiz and the clean creative was optimized for quick consumption on mobile devices.
Throughout the build process, our Professional Services team tested several up-front hypotheses around best practices for mobile-optimized quizzes, including quiz length, number of choices, and quiz progression. With four simple questions, visuals for each option, and a progression bar guiding the quiz, users progressed quickly and seamlessly through the experience.
Creative: Post-click experience
Social Media Marketing Manager, Design Within Reach
Justin Gimotea
Craftmanship and quality are really important product attributes to our consumer, so we focus on ensuring
we’re helpful and competitive especially in the consideration phase of their journey.
The ultimate goal of the quiz was consideration and engagement. With a premium product assortment
and an elevated brand, meaningful consideration needs to happen before conversion and purchase
for DWR customers. The ad unit leading to the quiz experience allowed Design Within Reach to build relationships with their social audience and increase brand loyalty by offering visitors a beautiful, fun, and cohesive mobile experience from the lead-in ad unit
to the swipe-up quiz, both built by Ceros.
Their Goals and Our Solution
Social Media Marketing Manager, Design Within Reach
Justin Gimotea
Partnering with Ceros and building the experience was relatively turnkey. For a retail organization like ours, we're running many initiatives and campaigns and there's limited capacity. Being able to partner with software and services like [Ceros] enables us to expand bandwidth in ways that are really meaningful and valuable.
The quiz, the first of its kind for Design Within Reach, spanned four questions and four personas, with each yielding 4 - 8 product recommendations on DWR's website. This quick, easy-to-consume quiz format was successful in its appeal to Design Within Reach’s social audience. The quiz was optimized for mobile engagement, aligned with DWR’s elevated visual aesthetic, and engaged their design-conscious audience. Visitors were incentivized to complete the quiz by the promise of learning their “Outdoor Style” persona. The quiz was promoted on Facebook and Instagram Stories as an engagement-optimized campaign. Visitors were driven to the interactive landing page, built in Ceros, after clicking on or swiping up on an ad from Facebook and/or Instagram Stories. The ads
were optimized for page views.
Design Within Reach leveraged the Ceros Professional Services team to produce the interactive quiz, as well as the social sharing asset that drove visitors to the experience. The Professional Services team scoped three days of active build time for the
quiz. From start to completion, the project spanned three
weeks, including two rounds of client feedback and revisions.
Design Within Reach came to Ceros looking to create an interactive, immersive, and visually-compelling quiz that their followers could engage with to determine their outdoor style, and ultimately, shop
their products. The ultimate goal of the campaign was consideration.
The interactive format offered visitors an engaging way to decipher
their personal style and served up product recommendations based
on their selections in the quiz. The Ceros platform and professional services enabled Design Within Reach to serve their visitors an
out-of-the-box and engaging experience, optimized for mobile.
Design Within Reach and Ceros
