As advertisers turn more and more to video streaming platforms, standing out from the crowd gets harder. So why not learn from the best? We’re sharing an analysis of the campaigns recognized by the YouTube Works Awards, an annual global celebration of the best YouTube campaigns, with key lessons that can guide marketers.
With an unprecedented number of people streaming video, there’s no doubt that screens are capturing more and more attention. From sports to personal care, users are spending more time watching what matters to them, which gives advertisers more opportunities to reach them in those moments. Of course, that also means brands have to stand out in a sea of content.
The brands we feature here did exactly that: they stood out. Through personalization and participation, they went beyond the limits of video to connect with people. Their creative campaigns were recognized as part of the YouTube Works awards, an annual global celebration of the best campaigns on YouTube that not only captivated audiences but also delivered results. As you think about video creative for your next campaign, take note of these lessons from some of the most effective work on YouTube in the world.
Let audience insights guide your video personalization
People don’t hate ads. They hate bad ads. And everyone has different preferences. It only takes a slight adjustment to better meet their needs. So what if, instead of interrupting the viewing experience, ads tailored to each viewer complemented it?
In the United States, Samsung recently answered that question. Instead of running one creative for everyone, the brand took a more personalized approach in its campaign for the new Galaxy Note10. In its research, the marketing team identified three key audience segments: gamers, creators and entrepreneurs. Then they found the most-searched “how-to” videos for each segment, for example “gaming tips” for gamers, and built ads with Director Mix that looked similar to the content people were about to watch. Based on what the user needed, each ad showed how the new device could help.
What if, instead of interrupting the viewing experience, ads tailored to each user complemented it?
That personalized approach drove a 557% increase in viewer consideration, a 27% increase among users who didn’t own Samsung phones, and almost 900,000 visits to Samsung carrier stores. The brand also won the YouTube Works Award for Media Innovation.
Send a message, not a sales pitch
While video personalization can be key to unlocking growth, sometimes the best ads aren’t even ads. That proved true in Brazil for the makeup brand Avon, which leaned on the power and influence of tutorials. Knowing that 79% of beauty consumers believe “reviews and tutorials act as physical proof of products and help them decide what to buy,” Avon partnered with popular content creators for an eight-hour live stream using YouTube Premieres. Featuring multiple makeup tutorials and exclusive offers on highlighted products, this approach drove 3 times more website visits and 36% more online purchases.
Involve consumers in the process
From the initial idea through production, marketers have the chance not only to gather insights from audiences, but also to involve them directly in the evolution of the product. To raise awareness and recruit a test group for the new campaign for its Chex Green Onion cereal in Korea, Kellogg’s gave a fresh twist to a product that wasn’t new.
After spending 16 years as the second most-searched flavor among Kellogg’s cereals, Chex Green Onion came back with a creative message of apology and a behind-the-scenes look at the development process. Kellogg’s took advantage of video ad formats such as six-second bumper ads, TrueView video discovery and custom audiences to grab attention and invite customers to help reinvent the product as part of a test team. As a result of the campaign, the green onion Chex cereal sold out and saw a 17% increase in market share. They also recruited 14,000 people for the taste-test group and added 1,400 new channel subscribers.
Marketers have the chance not only to gather insights from audiences, but also to involve them directly in the evolution of the product.
By encouraging customers to be part of your brand’s journey, you can build excitement and generate a buzz that gets people talking about your ad. Another brand that saw the value of creating an interactive experience was Volkswagen Sweden. As we saw last year, with social distancing measures in place, if you can’t bring people to the place, you have to bring the place to the people. By inviting drivers on a captivating journey to showcase the new Passat Alltrack, Volkswagen created the most remote showroom in the world: “The No Show Room.”
Instead of simply listing the benefits of the model’s features, Volkswagen created a treasure hunt. They hid clues in their ads that people could use to find the car’s coordinates, and the first person to find it got to keep it. This interactive campaign delivered impressive results, contributed to a 669% increase in website traffic and won the Media Innovation and Grand Prix awards.
As you think about your next video campaign, consider the creative lessons these ads from around the world have to offer. Leaning on personalization, meaningful messages and user participation will not only draw in audiences, but also deliver results for your business.
Source: Think with Google
