How Quebec's leading culinary media brand leveraged its existing video content to boost online store performance.
Already produced and funded, the video content remained confined to the RICARDO media ecosystem. On the online store, visitors were met with static product pages limited to a packshot, a description, and a buy button.
Since 2002, RICARDO has established itself as a culinary authority in Quebec with a national reach. Its ecosystem guides consumers from inspiration to purchase, and right to the plate: a magazine read by over a million people per issue, more than 8,000 recipes consulted by 4 million monthly visitors, nearly 1.3 million social media followers, and 21 years of television on Radio-Canada. The brand extends to 15 books in French and 8 in English, three boutiques, two restaurants, an online store, accessories distributed in 350 retail locations, and nearly 160 food products available at IGA, Sobeys, and Safeway across Canada.
The deployment relies exclusively on existing RICARDO content. The association between content and product is managed by the platform, with no manual editorial work required.
A gallery of vertical Web Stories placed below product highlights, using the same conventions as the social platforms the audience already knows: full screen, sound, subtitles, and navigation between content.
On mobile, the experience is even more immersive with a format that is 100% optimized.
A row of video bubbles below the price and reviews, just before the purchase button. Each product displays the videos in which it actually appears.
Each video includes the products featured within it: thumbnail, name, and "Buy" button. Visitors enter a conversion journey without ever leaving the player.
9,906 views and 6,617 cumulative minutes, gaining over 110 hours of attention on the store in one month. 40.1 seconds average watch time, and up to 95.8% completion on top-performing content.
A 71% rate on commercial content puts the experience on par with native social media standards, in an e-commerce context where attention is typically hardest to capture.
On product pages: 13,720 unique impressions and 3,257 unique clicks; nearly one in four visitors exposed to the video module interacts with it.
The homepage carousel performs equally well, at 25.1%.
With 89.5% visibility, the integration is genuinely seen: it is not relegated to the bottom of the page.
Completion rates range from 58% to 95% depending on the content: video performance is not uniform and must be managed on a per-content basis.
Visitors who interact with Reelast content convert 4.3 times better than those who are not exposed to it, over the same period and across all products.
Over the measured period, nearly a third of the store's orders were attributed to a journey that included Reelast.
‘’Reelast is incredibly easy to use and a great innovation that met a real need for us. It’s a very intuitive platform that has truly allowed us to repurpose existing content for commercial goals. The support is personalized, and the team is super attentive and responsive to our needs. They also quickly develop new features, which makes the platform even more practical and relevant. In short, a great, practical solution that gave our online store a real boost.’’
RICARDO already had a fantastic library of video assets. Reelast gave them new commercial power by integrating them into the online store. Content that was already produced and funded is now working at the heart of the customer journey, with no additional production required.
With shoppable Web Stories, RICARDO links its videos directly to the products featured. Visitors see how they are used, visualize themselves using them, and access items directly from the video. Inspiration becomes a shortcut to purchase.
A 4.3x conversion increase for visitors exposed to video: the RICARDO case study illustrates the full commercial potential of existing content. With Reelast, their contribution is measured right through to orders and attributed revenue. Video now plays a central role in driving e-commerce performance.
Scope measured: boutique.ricardocuisine.com: homepage and product pages. Period: July 31 to August 30, 2026, all devices.
Conversion uplift compares the conversion rate of visitors exposed to Reelast content against those who were not over the same period. The engagement rate measures unique clicks relative to unique widget views.
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