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Urbanica: 5x the Views of an Average Video by Bringing a Micro-Horror Series to Its Own Homepage

How Urbanica, the Israeli fashion and home retailer, launched CRINGE, a micro-horror web series billed as the first in Israel, and gave it a home in the Terrific carousel on its own site. The series premiere drew 5x the views of the average video in the carousel, and the series as a whole captured 38% of all video views, with the audience and the data staying on Urbanica's own domain.

Deux portraits circulaires superposés, l'un d'un jeune homme avec des lunettes et un collier, et l'autre d'une femme avec des boucles d'oreilles et un haut noir.

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LES RÉSULTATS EN UN COUP D'ŒIL

5×

Views on the series premiere vs the average video in the homepage carousel

#1

Episode 1 is the most viewed of 24 videos in the carousel

38%

Share of all carousel video views captured by CRINGE videos

3 of Top 4

CRINGE episodes hold 3 of the top 4 spots for average watch time

Défi

Le défi

Instaure la confiance

avec interaction en temps réel

Améliore l'AOV

grâce à des ventes guidées et à des recommandations

Objectifs

The Challenge

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Urbanica is an Israeli fashion and home retailer selling women's, men's and kids' collections, footwear, and home and decor at accessible prices. Its homepage carries a lot at once: new drops, licensed collections, seasonal promotions, and online-only deals all compete for the same few seconds of attention.

Like most retailers, Urbanica reaches much of its audience on social platforms. But social content lives on rented platforms. The views, the watch time, and the audience data stay with the platform, and anyone who wants to shop has to leave the feed and find the site.

For the launch of its winter 2026 collection, Urbanica wanted to do something bolder than another product video: create original entertainment around the brand, and make sure that attention also landed on its own site, next to its own products.

Goals

Launch an original content format that stands out from standard fashion and promo video
Bring the series onto Urbanica's own homepage, not just third-party feeds
Give visitors a reason to stop, watch, and spend time on the site
Keep viewing and engagement data first-party, on Urbanica's own domain

Solution

The Solution

Urbanica used the Terrific carousel to turn its homepage into an owned home for episodic, entertainment-led conten

CRINGE, an Original Micro-Horror Series

Produced by Ananey Studios for Urbanica in partnership with ForReal (Israel Hayom) and directed by Ben Bachar, CRINGE follows Frida Oziel and Dudu Farouk as they arrive at the launch of Urbanica's winter collection and the evening takes a dark turn. The series premiered in October 2026 with short episodes of about two minutes each.

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Distributed Wide, Owned at Home

The episodes ran on Urbanica's social channels and on ForReal, and were also published to the Terrific carousel on Urbanica's homepage, so the series lives on Urbanica's own domain as well as on third-party platforms.

Episodes Next to the Collection

The episodes sit in the same homepage carousel as Urbanica's product and collection videos, so a story set at the winter collection launch plays right next to the collection itself, without the viewer leaving the site.

Measured on Terrific's Timeline Report

Views and watch time for every episode are tracked per asset in the Terrific admin, giving Urbanica first-party insight into which episodes and formats hold attention.

A travaillé

Why It Worked

Instaure la confiance

avec interaction en temps réel

Améliore l'AOV

grâce à des ventes guidées et à des recommandations

Entertainment Earns Attention

In a carousel of 24 videos, the CRINGE premiere became the single most viewed asset, drawing 5x the views of the average video. Story beat promotion when it came to stopping the scroll.

A Series Gives People More to Watch

Episodic content keeps the story going beyond one clip. Together, the CRINGE videos captured 38% of all video views in the carousel.

Viewers Stay Longer

CRINGE episodes took 3 of the top 4 spots for average watch time across the carousel, holding attention longer than most product and promo clips.

Owned, Not Rented

Publishing to the Terrific carousel means part of the audience watches on Urbanica's own site. Those views, sessions, and data belong to Urbanica, not to a social platform.

One Production, Several Channels

The same episodes power social reach, a media partnership, and on-site engagement. Urbanica gets reach from third-party channels and ownership from its own domain with a single piece of content.

Brand Differentiation

A micro-horror series is an unexpected move for a fashion retailer, which gives the winter collection launch a story people want to follow.

Plats à emporter

KEY TAKEAWAYS

Original entertainment can outperform product content on a retailer's own homepage: the CRINGE premiere drew 5x the views of the average video.

Icône de flèches dans le sens des aiguilles d'une montre

Short episodic formats fit naturally into a vertical carousel and give visitors a reason to keep watching.

Content made for social and media partners works harder when it also lives on owned channels, where the audience and data stay with the brand.

Per-asset analytics show which stories hold attention, so the next content push can be planned on first-party data.

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