Yoox has launched a YouTube campaign featuring 15-second buy-it-or-lose-it offers.
The adverts show shoppable fashion items that are only available for the duration of the video. When the advert finishes, the viewing customer will not be able to watch it again or find the item on the Yoox site.
The company, which partnered with Google and digital advertising company Stink Studios on the initiative, will be running the adverts until mid-December in the US, Japan, Korea and Italy.
Google Italy fashion and retail sector leader Simone Zucca said: “This campaign is proving that it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent.”