Turning Sustainability into Storytelling — How Rustic Art Boosted Conversions with Shoppable Videos
Category
Skincare
Product
Shoppable Videos
#1 for Shoppable Videos on Shopify
Trusted by 2500+ brands, Globally ❤️
Overview
2x
higher conversion rate when user watches the video
13%
of the total sale from video sessions
40Hrs
of shopper attention
Rustic Art began in 2011 as a natural-skincare brand with a bigger mission — to make self-care truly sustainable.
Their breakthrough?They went waterless. Every product is concentrated and made in a solar-powered factory in Satara, ensuring customers pay for ingredients, not water.
Core values:- Solar-powered manufacturing
- 80-90 % women-led workforce
- Waterless & concentrated formulas
- Cruelty-free & vegan
The Challenge
Rustic Art’s waterless concentrates were unique — but that uniqueness came with a learning curve. The brand was already creating authentic UGC for Instagram and YouTube, but those videos had a 24–48 hour shelf life. Rustic Art needed a way to:
Educate first-time shoppers on product use
Convert cold traffic into informed buyers
Extend the life of its video content beyond social media
If you see our face-wash jar for the first time, you won’t know how to use it. Each product needs visual education — and videos are the best way to do that.
Solution
In August 2025, Rustic Art partnered with Whatmore to bring its stories home — embedding videos across the entire website experience.
Implementation Highlights:
- Homepage Reels Experience - employee & team generated content, behind the scenes, office and founder videos to build trust and transparency, show people who are behind the brand
- Product Pages - How-to videos to explain usage and benefits
We had so many videos already. Whatmore helped us put them to real use — right where customers are shopping.
- Collection Pages - Festive campaign videos (e.g. Diwali Soaps)
- Shop by Video Page - A dedicated gallery where shoppers binge-watch brand stories
Onboarding & Experience
Rustic Art’s team adopted Whatmore in days. Ideas from the Whatmore team — like placing videos on collection pages and creating a Shop by Video hub — were quickly implemented, showing instant results in engagement and sales.
It was very smooth. My team isn’t from tech backgrounds — if they can use it instantly, that says a lot about the UI.
Results
NEAR
2x
UPTO
13%
CLOSE TO
40hrs
Whats Next
Rustic Art is now working to integrate Whatmore videos with its Meta Catalog Ads, turning product explainers into high-performing creative assets for retargeting campaigns.
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