youtube awareness campaign case study

Case Study: How Nike Used YouTube Influencers To Promote Its VaporMax Release

In this case study, we go over how using mega influencers can be a great way to promote a new product release, even if you’re already one of the biggest brands in the world.

Most of our case studies tend to be about brands using influencers to drive sales, since that’s always at the top of everyone’s mind. But what if you’re an already established brand with a robust marketing system in place? What if additional spend won’t really move the needle on sales on a direct basis? That’s where campaigns around awareness come into play. Even if you’re an established brand with millions of followers, you can still run an awareness campaign around a product release. In this influencer marketing case study, we talk about how one of the largest brands in the world, Nike, used an influencer to drive millions of views and build awareness for its Vapormax release.

The Approach

Instead of running a blitz campaign across several influencers, like we see most brands do, Nike decided to work with just 1 large account – What’s Inside – on YouTube. The father and son duo have racked up over 7 million subscribers over the years by, you guessed it, cutting things up and showing their viewers what’s inside them. Their primary video from the campaign features them giving an overview on some of Nike’s previous shoes, how they’re made, leading into the work that went into producing the upcoming VaporMax, before ultimately taking it apart and seeing what’s inside. In addition to that, the influencers in question actually made a whole series of videos documenting the entire experience from their flight to the factory visit and everything in between, ultimately yielding a playlist of Nike themed videos.

The Outcomes

The influencer campaign was a smashing success, as you could have expected. The main video received over 7 million views at the time of this article being published! Add in the views from the rest of the playlist and Nike was able to gain over 10 million views from just 1 influencer collaboration. Safe to say that will hype up any product release!

How You Can Replicate Their Strategy

Normally, we don’t like putting all our eggs in one basket. That’s exactly why you’ve seen us preach about using several smaller influencers at the same time, rather than using just one large influencer for a promotion. That said, if you’re a larger brand like Nike with the means to use the biggest and best influencers, then replicating their strategy is pretty straightforward.

The keys to focus on here are size and platform when optimizing around awareness. While smaller influencers are better suited to sales campaigns, larger influencers thrive when running awareness campaigns – stick to macro influencers at the minimum, and mega influencers if your budget allows for them. The platform you choose will greatly affect your results too. If you’re running an entertaining campaign, try TikTok. If you want to go informational, just like Nike did, try YouTube. If you want a balance of both, Instagram is your best bet.

When your campaigns are all complete, make sure to boost them using paid social. Like we’ve talked about many times in our YouTube videos and other blog posts, awareness campaigns are all about building a wide funnel. Once that initial funnel is built using influencers, paid social will allow you to retarget those viewers in any manner you see fit, while changing your optimizations, allowing you to convert those impressions into sales or followers down the road.

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Home » blog » YouTube case studies: How brands are marketing through videos?

YouTube case studies: How brands are marketing through videos?

As a digital marketer, One should always be on the lookout for innovative and effective ways to reach their target audience. And one platform that has consistently proven its worth in the world of marketing is YouTube. With over 2 billion monthly active users, YouTube offers tremendous potential for brands to connect with their audience through engaging video content.

In this article, we will explore various YouTube case studies to understand how successful brands have utilized the platform to market their products and services. By analyzing these case studies, we can uncover valuable insights and strategies that can be applied to your own marketing campaigns.

Benefits of Using YouTube for Marketing

Before diving into the case studies, let’s first understand why YouTube is such a powerful tool for marketers. Here are a few key benefits:

• Massive Reach: YouTube is the second-largest search engine after Google, and its extensive user base provides brands with an opportunity to reach a vast audience. Whether you’re targeting a specific niche or aiming for widespread recognition, YouTube can help you achieve your goals.
• Visual Appeal: Videos have a unique ability to capture attention and convey information in an engaging manner. By leveraging YouTube’s platform, brands can create visually appealing content that resonates with their target audience.
• SEO Benefits: YouTube videos are indexed by search engines, which means that a well-optimized video has the potential to rank highly in search results. This can drive organic traffic to your channel and increase brand visibility.
• Audience Engagement: YouTube allows for direct interaction with your audience through comments, likes, and shares. This level of engagement helps build brand loyalty and fosters a sense of community around your content.

Now that we understand the benefits of using YouTube for marketing, let’s dive into some fascinating case studies that showcase the platform’s potential.

Also Read – 15 High Paying Digital Marketing Skills

YouTube Case Study 1: Red Bull’s Journey to Viral Fame

Red Bull’s journey to viral fame on YouTube was fueled by a strategic and authentic approach to video marketing. They embraced their identity as a purveyor of energy and adventure, showcasing extreme sports and creating a lifestyle brand. By crafting compelling narratives, collaborating with influencers, and harnessing user-generated content, they created a powerful connection with their audience.

Red Bull’s YouTube strategy focused on authenticity, storytelling, and collaboration. They showcased genuine moments of adrenaline-pumping stunts and extreme sports, captivating viewers with their raw and unfiltered content. Collaborations with influential YouTube creators and athletes added credibility and expanded their reach. Moreover, by encouraging user-generated content, Red Bull turned viewers into active participants, fostering a sense of community and empowerment.

Reference – https://www.redbull.com/us-en/10-years-10-epic-red-bull-youtube-videos  

Impact of Red Bull’s Viral Fame

Video – https://www.youtube.com/watch?v=M0jmSsQ5ptw  

The impact of Red Bull’s viral fame on YouTube was substantial. They built a global phenomenon, inspiring millions with their thrilling videos. By creating an emotional bond with their audience, they established a loyal community that embraced the brand’s lifestyle. Red Bull’s success demonstrates the power of video marketing to transcend traditional advertising and create a lasting impact.

The impact went beyond just brand recognition; it also had significant financial implications. The company experienced substantial revenue growth and successfully scaled its business through the power of their viral videos. The captivating content attracted a massive audience, resulting in increased brand visibility, higher engagement, and ultimately, boosted sales and revenue for Red Bull.

Actionable tips for brands to achieve similar success on YouTube:

• Authenticity is key: Be true to your brand and values. Create content that reflects your identity and resonates with your target audience.
• Craft compelling narratives: Tell captivating stories that evoke emotions and connect with viewers on a deeper level. Use storytelling techniques to engage and inspire your audience.
• Collaborate with influencers: Partner with influential individuals or creators in your niche to extend your reach, tap into their audience, and gain credibility.
• Encourage user-generated content: Foster a sense of community and empower your audience to contribute their own content. This not only enhances engagement but also expands your brand’s visibility.
• Optimize for discoverability: Pay attention to video titles, descriptions, and tags to optimize your content for searchability. Leverage keywords and relevant tags to increase the chances of your videos being found by your target audience.

By incorporating these actionable tips into your YouTube strategy, you can enhance your brand’s visibility, engagement, and revenue potential. Remember to stay true to your brand, tell compelling stories, collaborate strategically, encourage audience participation, and optimize your content for maximum discoverability.

YouTube Case Study 2: Influencer Collaboration and Samsung’s Success Story

Samsung’s success story is intertwined with their strategic adoption of influencer collaboration on YouTube. Recognizing the power of influencers and their ability to connect with audiences, Samsung forged partnerships with popular YouTube creators in their target markets. They executed this strategy by integrating their products seamlessly into the content of these influencers, creating authentic and engaging videos that resonated with viewers.

Videos – https://www.youtube.com/shorts/AhxrfuLgUw0 | https://www.youtube.com/shorts/qDRsaB8mJuo

https://www.youtube.com/shorts/6AZ7caBbGMQ  

Impact and Benefits of Samsung’s Influencer Collaboration

The impact of Samsung’s influencer collaboration was remarkable, leading to increased brand visibility, customer engagement, and ultimately, significant revenue growth. By leveraging the influence and reach of popular YouTubers, Samsung’s products received widespread exposure to their dedicated fan bases. The result was higher sales, improved market share, and a strong brand presence in the digital space. The genuine endorsement and positive reviews from influencers also bolstered customer trust and loyalty towards the Samsung brand.

Actionable Tips for Brands to Achieve Influencer Collaboration Success:

To achieve similar success with influencer collaboration in today’s world, brands should consider the following actionable tips:

• Identify the right influencers: Research and select influencers who align with your brand’s values and target audience, ensuring a natural fit for collaboration.
• Create authentic content: Work with influencers to create content that is organic and genuine, showcasing your product or service in a way that feels authentic to the influencer’s style and audience.
• Foster long-term partnerships: Instead of one-off collaborations, aim for long-term relationships with influencers to build credibility and continuity in your marketing efforts.
• Encourage creativity and storytelling: Give influencers creative freedom to incorporate your brand into their content, allowing for unique and engaging storytelling that resonates with their audience.
• Track and measure results: Utilize analytics tools to track the impact of influencer collaborations, monitoring metrics such as engagement, reach, and conversion rates. Use this data to refine your strategies and optimize future partnerships.

By implementing these tips, brands can harness the power of influencer collaboration to drive brand awareness, increase customer engagement, and generate substantial revenue growth in the digital landscape.

Also Read – Top 13 Digital Marketing Trends

YouTube Case Study 3: Amazon’s Data-Driven Approach to Video Advertising

Amazon’s success in video advertising can be attributed to their data-driven approach. They leveraged their vast customer data and insights to develop a targeted YouTube strategy. By analyzing user behavior, search patterns, and purchase history, Amazon was able to identify and understand their audience’s preferences and interests. They executed their strategy by creating personalized and relevant video ads that resonated with viewers on YouTube.

Impact and Benefits of Amazon’s Data-Driven Approach

Amazon’s data-driven approach to video advertising resulted in significant impact, including increased revenue and enhanced customer engagement. By delivering tailored video ads to specific target audiences, Amazon saw improved conversion rates and higher ROI on their advertising spend. The ability to effectively reach and engage customers through personalized video content led to increased brand awareness, customer loyalty, and ultimately, revenue growth for Amazon.

Actionable Tips for Brands to Achieve a Data-Driven Approach to Video Advertising

To achieve success with a data-driven approach to video advertising in today’s world, brands can consider the following actionable tips:

• Leverage customer data: Utilize available data to understand your audience’s preferences, interests, and behaviors. This will enable you to create targeted and relevant video ads that resonate with your viewers.
• Embrace personalization: Tailor your video ads based on individual preferences and deliver personalized experiences. Use data insights to create dynamic and customized content that speaks directly to each viewer.
• Continuously analyze and optimize: Regularly track and analyze the performance of your video ads. Monitor key metrics such as engagement, click-through rates, and conversion rates. Use this data to optimize your campaigns and improve results over time.
• Test and iterate: Experiment with different video ad formats, messaging, and targeting strategies. Test and iterate to find what resonates best with your audience and yields the highest ROI.
• Invest in technology and automation: Utilize advanced tools and technologies to automate data analysis, audience segmentation, and campaign optimization. This will streamline your advertising efforts and enable you to make data-driven decisions more efficiently.

By adopting a data-driven approach to video advertising and implementing these actionable tips, brands can effectively target their audience, improve engagement, and drive revenue growth through personalized and relevant video content.

Also Read – How to crack your first job interview as a digital marketing professional

YouTube Case Study 4: Small Business Success on YouTube: Brand Dollar Shave Club’s Story

Dollar Shave Club’s success story on YouTube stems from their innovative and bold strategy. They adopted a humorous and relatable approach to connect with their target audience. Their YouTube videos featured witty and entertaining content that resonated with viewers. Dollar Shave Club executed their strategy by creating high-quality, low-budget videos that showcased their products’ value and unique selling propositions. They leveraged storytelling and humor to engage viewers and built a strong brand identity through their YouTube channel.

Video – https://www.youtube.com/watch?v=ZUG9qYTJMsI  

Impact and Benefits of Dollar Shave Club’s YouTube Success

Reference Links: https://www.inc.com/magazine/201507/diana-ransom/how-youtube-crashed-our-website.html

https://www.nytimes.com/2013/04/11/business/smallbusiness/dollar-shave-club-from-viral-video-to-real-business.html  

Dollar Shave Club’s presence on YouTube had a profound impact on their business, leading to exponential growth, increased revenue, and brand recognition. Their viral videos garnered millions of views and generated significant buzz, attracting a large customer base. The engaging content on their YouTube channel resulted in high customer acquisition rates, boosting their revenue and market share. Moreover, Dollar Shave Club’s YouTube success helped establish them as disruptors in the industry, challenging established shaving brands and gaining a competitive edge.

Actionable Tips for Brands to Achieve Small Business Success on YouTube

To achieve similar success on YouTube in today’s world, small businesses can follow these actionable tips:

• Know your audience: Understand your target audience’s preferences, pain points, and interests. Create content that resonates with them and addresses their needs.
• Embrace creativity and humor: Find unique ways to showcase your brand personality through creative and humorous content. Be memorable and stand out from the competition.
• Focus on storytelling: Use storytelling techniques to create compelling narratives around your brand, products, or services. Connect with your audience on an emotional level and make your content memorable.
• Prioritize video quality: While a high production budget is not always necessary, ensure that your videos are well-produced, visually appealing, and have good audio quality. Invest in basic equipment to enhance the overall quality of your videos.
• Consistency is key: Maintain a regular upload schedule to keep your audience engaged and coming back for more. Consistency builds trust and helps grow your subscriber base over time.

By implementing these tips, small businesses can leverage YouTube as a powerful platform to showcase their brand, engage with their target audience, and drive business growth. Dollar Shave Club’s success story serves as an inspiration for small businesses looking to make an impact through strategic YouTube marketing.

Also Read – How does AI contribute to the transformation of the digital marketing spectrum?

Key Takeaways from YouTube Case Studies

After analyzing these case studies, several key takeaways emerge:

• Influencer Marketing: Collaborating with influencers can greatly amplify your brand’s reach and credibility.
• Authenticity: Creating genuine and relatable content helps forge a deeper connection with your audience.
• Compelling Storytelling: Engaging narratives can evoke emotions, inspire action, and create a lasting impact.
• User-Generated Content: Encouraging your audience to create and share content can boost brand awareness and foster a sense of community.
• Live Streaming: Hosting live events on YouTube allows for real-time interaction and generates excitement around your brand.

Tips for Creating Successful YouTube Marketing Campaigns

If you’re looking to create successful YouTube marketing campaigns, here are a few tips to keep in mind:

• Research Your Target Audience: Understand your audience’s preferences, interests, and pain points to create content that resonates with them.
• Invest in Production Quality: High-quality videos with professional production values leave a lasting impression and reflect positively on your brand.
• Optimize for Search Engines: Use relevant keywords, compelling titles, and engaging thumbnails to improve your video’s visibility in search results.
• Promote Across Multiple Channels: Share your YouTube videos on other social media platforms to maximize reach and engagement.
• Measure and Analyze: Track important metrics such as views, likes, and comments to gauge the success of your campaigns and make data-driven decisions.

YouTube has revolutionized the way brands connect with their audience. Through the case studies discussed in this article, we have seen how successful brands leverage YouTube’s platform to create engaging and impactful marketing campaigns.

By adopting the strategies and insights from these case studies, you can elevate your own YouTube marketing efforts and drive tangible results for your brand. So why wait? Start exploring the world of YouTube marketing and pursue a digital marketing course by IMS Proschool to develop these skills. Your audience is waiting to be captivated by your videos!

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YouTube Brand Lift Studies – How They Work & What to Measure

May 22, 2019

by Rylie Becerra | Video Advertising

Every month, nearly 2 billion logged-in users visit YouTube and watch a billion hours of video on a daily basis. Many advertisers leverage YouTube to expand their upper-funnel prospecting efforts and keep up with the momentum of digital video advertising. Similar to measuring display prospecting , advertisers cannot rely on last-click conversion data for measuring YouTube success. Instead, it’s important to look to other performance metrics, like how YouTube efforts impact your market’s relationship with your brand. YouTube offers Brand Lift Studies as a solution to measuring the impact of your video campaign on metrics that matter– like brand awareness, ad recall & brand consideration.

What Are YouTube Brand Lift Studies?

YouTube Brand Lift Study is a feature that allows you to measure the impact of your video campaigns on consumer perceptions of your brand. Brand Lift operates in an experiment setting, and Google will only report on lift metrics if they are statistically significant. Brand Lift Studies are free to run through YouTube, but they do have minimum campaign budget requirements to ensure enough data for statistical significance.

Brand Lift 1.0 versus Brand Lift 2.0

• Brand Lift 1.0 studies cannot be set up in channel. They are set up through a Google rep, and results are delivered at the end of the study. The benefit here is that budget requirements are a few thousand dollars lower than for Brand Lift 2.0.
• Brand Lift 2.0 is Google’s next iteration of the Brand Lift measurement offering. It’s the way to go if you have the budget. The core benefit of Brand Lift 2.0 is that you can see continuous results as your campaign runs and make optimizations in real time. Brand Lift 2.0 also offers further segmentation of results and more impact KPIs–see if your video drove the highest lift for a certain demographic and report on the cost per lifted user.

Which Metrics Can I Measure?

Survey-Based Metrics

Ad Recall, Brand Awareness, Consideration, Favorability and Purchase Intent can each be measured by showing surveys to a group of consumers that saw your ad and a control group that did not. The difference between positive responses from the exposed group and the control group is what determines the lift that your ads drove. To be eligible to measure one of these questions, you will need a budget of at least $3,500 in the first 7 days of the campaign for BLS 1.0, and a minimum of $5,000 in the first 7 days for BLS 2.0. The required budget increases from the minimum based on how many metrics you want to measure. Below outlines what each question measures.

• Ad Recall: Do consumers remember seeing an online video ad for your brand or product?
• Brand Awareness: Are consumers familiar with your brand after seeing a YouTube ad?
• Consideration: Would consumers consider your Brand for a purchase they are making?
• Favorability: Do consumers have an overall positive opinion or attitude about your Brand?
• Purchase Intent: Given a choice of a number of brands to purchase from, would consumers pick your brand over others?
• Search-Based Metric: Brand Interest

Brand Interest measures the actual lift in organic searches from the group of users that saw your YouTube ad. This tends to be the most sought-after metric for advertisers to measure, but it also requires the most data and therefore has the highest budget requirements. To measure Brand Interest, your campaign will need to spend minimum $20,000 within the first 14 days.

Which Metrics Should I Measure?

Think about the types of targeting and creative you are using as well as the goals of your YouTube campaign– is your goal to reach audiences in the consideration stage of the funnel? Or are you targeting upper funnel audiences that are unfamiliar with your product offering? If you want your YouTube campaign to move viewers to purchase or engage directly, measure a further down-funnel metric like purchase intent. Or, if your focus is spreading awareness for a new product launch, choose the awareness question and measure lift of that specific product.

You will need to consider campaign budgets as well– if you want to measure multiple metrics or measure a down-funnel metric like Brand Interest, you will need a healthy YouTube budget to back it up. At Metric Theory, we most frequently recommend measuring ad recall for advertisers that are just getting started with Brand Lift Studies as results of this study can give a good initial sense of how memorable your creative is and doesn’t require a significant amount of budget to measure.

Brand Lift Studies are a unique opportunity to measure impact of video campaigns, which can offer a lot of real business impact beyond direct conversions. Running a study successfully can prove the efficacy of your YouTube efforts or signal that it’s time to switch up your creative or targeting methods. Contact us for an audit of your YouTube efforts and plan to measure Brand Lift.

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Brand Awareness Campaign Case Studies

Brand awareness can seem nebulous and enigmatic, but it isn’t that difficult to define. It refers to how people recognize and remember your business and it employs a range of strategies across a span of industries. How to measure brand awarenes s, however, is not always so simple to explain.

This is why case studies of successful brand awareness examples are so helpful. They show you which brand awareness strategies worked for others and highlight techniques that could work for your business too.

Taboola is a content discovery platform with a wealth of brand awareness case studies to inspire you. Here is a treasury of our best. It encompasses video and article campaigns and industries as diverse as fashion to finance, technology to travel.

These brand awareness case studies are organized by these objectives:

• Building brand recognition — generating brand awareness to promote products, expand audiences, increase viewability, and build brand affinity.
• Increasing engagement — generating brand awareness to drive clicks, website traffic, sign-ups, and leads.
• Scaling content — generating brand awareness to get more eyes on valuable content, such as blog posts, articles, and videos.
• Driving conversions and sales — generating brand awareness to lead audiences to convert, become high-quality leads, and complete purchases.

Search through these brand awareness case studies, learn from these successful campaigns, and find the strategies that should work best for your brand-awareness objectives.

Build Brand Recognition

Leading global insurance organization, American International Group, Inc. (AIG), wanted to educate consumers about its mortgage insurance options and potential savings. AIG partnered with Taboola to distribute videos across our network of premium publishers. Its campaign reached 400,000 people and uplifted purchase intent by 30% in just 30 days. After this campaign launched, AIG found that 50% of people who made a purchase had started their buyer journey via Taboola.

Ferratum Bank

Ferratum Bank, a new mobile banking service, needed to acquire new customers in a competitive finance market. The bank worked with Taboola to distribute blog content promoting its services. This brand awareness campaign reached 155 million people and generated over 74,000 clicks in six months, doubling Ferratum Bank’s website traffic.

Global Fast-Food Brand

A globally recognized fast-food chain, with over 15,000 locations, wanted to promote its new burger to a worldwide audience. The brand partnered with Taboola to distribute a branded-video series about the product. The result was a 58% video completion rate and 68% viewability — outperforming every other distribution platform.

Plated, a meal-delivery startup, wanted to expand its customer reach outside of its usual acquisition channels of social, search, and display. The brand leveraged Taboola’s technology to conduct A/B testing with the aim of finding the best content to share. As a result, Plated generated 1 billion impressions and 3.5 million clicks. The brand also saw a 12% increase in new member sign-ups, contributing to its performance-marketing goals.

Hear.com, an online leader in the hearing-aid industry, wanted to reach a targeted, niche audience at scale and drive traffic back to its site. By launching content on Taboola’s discovery network, Hear.com saw its traffic increase ten-fold in two years and it successfully launched in three new markets.

Whirlpool, one of the world’s largest manufacturers of home appliances, wanted to spread brand awareness in India through informative blog posts. With Taboola’s discovery platform, Whirlpool reached its target market, driving 20 million website visits in two months and more than 24,000 clicks.

The Jakarta Post

The Jakarta Post , a leading English-language daily newspaper in Indonesia, wanted to increase its readership outside of social media. The publisher used Taboola’s discovery platform to promote organic content, driving a 6% increase in monthly readers. Now, Taboola generates 7% of all monthly traffic, demonstrating the importance of brand awareness  campaigns.

Samsung Life

Samsung Life, Samsung’s insurance services arm, needed a new way to reach insurance customers and promote three of its products. The brand partnered with Taboola to drive an increase in brand awareness on a limited marketing budget. Taboola ran native ads for Samsung Life articles, helping people discover the brand. This drove over 13,000 new insurance quotes in six months.

The Dominican Republic Ministry of Tourism

The Dominican Republic Ministry of Tourism wanted to improve brand favorability by targeting U.S. travelers with promotional video content. After using Taboola’s branded video platform, the Dominican Republic Ministry of Tourism achieved an 18.9% increase in brand favorability, as measured through an email survey. According to analytics partner Millward Brown, that’s 17.7 points higher than the industry average.

International Airline

This best-in-class global airline wanted to expand its brand recognition through native video content. The airline partnered with the Taboola discovery platform to get its video in front of the right audiences. As a result, the brand increased video viewability by 80% and exceeded its brand awareness objectives  with 40% completion rates.

38 Case Studies From Brands That Have Succeeded With Taboola

Increase Engagement

Major U.S. Auto Brand

A major car manufacturer and distributor needed to increase brand recall and purchase intent for its new product model. The brand used Taboola’s content discovery platform to distribute its videos across premium publishers’ websites. As a result, the auto company increased video click-through-rate (CTR) by 27%, saw a whopping 74% viewability rate, and drove over 10,000 test drive sign-ups.

Avocados from Mexico

Avocados from Mexico, a non-profit, wanted to build brand awareness and increase website traffic on the open web. Taboola used predictive technology to target prospects at the exact time they were open to discovering something new. As a result, the company exceeded expectations for web traffic and increased leads by over 14%.

SolarQuotes

SolarQuotes, a solar energy resource for homeowners in Australia, wanted to scale and diversify its customer acquisition by improving website traffic. It partnered with Taboola to promote blog posts across premium publisher sites inside and outside of Australia. The outcome? A 100% increase in website traffic.

Secret Escapes

Secret Escapes, a members-only travel company, needed to target audiences and raise CTRs to its website content. Using the Taboola discovery platform to reach audiences across the web, Secret Escapes saw a 288% increase in CTR in just three months. The company even found that consumers arriving from Taboola were 31% more valuable than those arriving from display-advertising channels.

Scale Content

Imagination

Imagination, a full-service content-marketing agency, was eager to boost return on investment (ROI) for clients’ campaigns. The agency leveraged Taboola’s discovery network to promote website content and boost brand awareness. For one financial services client, Imagination generated more than 300 million impressions and 328,000 clicks, providing more scale and efficiency than Google Ads (AdWords) campaigns .

E-commerce site Boxed.com received media coverage on NBC’s The Today Show , and wanted to further increase its brand awareness online. Boxed worked with Taboola to promote this Today Show TV clip through native advertising . The brand generated over 1,400 sales and a 3.18% increase in conversions from that one video.

The Line, an online boutique, wanted to expand its brand awareness beyond word-of-mouth recommendations and email marketing. The company leveraged Taboola’s content discovery platform to promote its original content. As a result, the brand generated 72 million impressions in three months and saw a 100% increase in website traffic. Oh, and that email subscriber list? It also grew by 12%.

Drive Conversions and Sales

Jewelry company Pandora needed to build its brand among a new audience in France. The brand used the Taboola discovery platform to drive quality traffic to its website. It worked. Pandora tapped into this new market with its content and filled the top of the funnel , eventually driving a 130% increase in conversions.

Bombfell, a personal-styling service for men, used Taboola’s discovery platform to build brand awareness and scale its audience. The result was a 48% increase in website traffic and a massive 960% jump in mobile conversions, proving that brand awareness campaigns can drive ROI.

Parship, one of Europe’s biggest online dating services, needed to scale its audience and increase new, high-quality users. After distributing its landing pages through Taboola’s publisher network, Parship quickly increased its CTR by 113% and conversions by 80%.

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FrontGate Media

Your gateway to the christian audience, youtube advertising case study for advancing native missions.

Advancing Native Missions (ANM) is a Christian organization that works to support indigenous missionaries around the world. They provide financial assistance, training, and resources to help native missionaries reach their communities with the Gospel. In addition, they also work to raise awareness of the needs of indigenous peoples and the unique challenges they face. 

Advancing Native Missions is committed to seeing more people reached with the Good News of Jesus Christ, and they believe that native missionaries are key to this. AMN’s primary goal is to raise funds to provide support and resources to missionaries and communities to advance the Gospel to some of the most remote and needy places on Earth.

FrontGate Media has worked with ANM for many years. Our comprehensive campaigns have generated engagement and donations via social media ads, direct email, digital display ads, YouVersion devotionals, and more. Most recently, we launched a YouTube Advertising Campaign to further expand ANM’s reach. 

Target Audience

The YouTube Advertising Campaign targeted specific topics relevant to the faith and family audience online. These included:

• People and Society: Poverty & Hunger
• Social Issues and Advocacy: Charity & Philanthropy 
• Religion and Beliefs: Christianity and Charitable Donors & Volunteers

The YouTube Advertising Campaign took place from May 3 to June 20, 2022. The FrontGate Moving Pictures video team strategically developed and created a compelling video ad to reach and engage the target audience. The result was a 02:21-minute long video that received 2,213.1 hours of viewing time. Watch it HERE .

The total cost of the ad campaign was less than $2K and generated significant results for Advancing Native Missions. 

Views: 120,289

Clicks: 133 clicks to Advancing Native Missions’ website

• 25.5% Viewed on Mobiles
• 65.2% Viewed on computers
• 3.5% Viewed on TV Screens

Retention: 71% retention, which is FrontGate Moving Pictures’ most successful retention rate thus far. 

These test results make it evident that we were able to reach and engage Advancing Native Missions’ target audience via the YouTube video advertisement. It generated substantial brand awareness and website traffic for the organization. 

Are you interested in running a YouTube Advertising Campaign for your ministry, business, or organization? Work with our 4-time Emmy award-winning video producers to develop a video ad that reaches your target audience on YouTube. Contact us today to learn more ! 

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What 3 brands learned from their YouTube CTV experiments

It’s no secret that we’re in the middle of a digital video boom, as alternatives to linear TV grow at unprecedented rates. According to Nielsen’s total TV and streaming report, YouTube is the leader in streaming watch time. 1 And viewers watch a daily average of over 700 million hours of YouTube content on TV devices. 2

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Source: YouTube Internal Data, Global, Jan. 2022.

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This level of engagement informs how viewers feel about ads. In a new study, we found that viewers agree that YouTube ads on the TV screen are more relevant (59%) than ads on linear TV or other streaming apps. 3 Connected TV gives advertisers a powerful creative canvas to reach viewers when they are highly engaged, streaming their favorite content on the living room screen.

To better understand the opportunity for advertisers, these three brands ran experiments to see how effective CTV could be for their audiences. Here are the questions they set out to answer.

Does CTV drive results?

On behalf of its Ruffles brand, Frito-Lay North America leveraged CTV to engage with some of its core audiences, such as younger families, flavor variety seekers, millennials, and those living in urban areas. The marketing team wanted to understand how increases in watch time on CTV contributed to brand and sales goals.

The higher delivery to the increased CTV cells exceeded our expectations and benchmarks across view rates, ad recall, and sales lift.

In 2021, Ruffles ran an A/B test with half the media budget delivered across devices as usual and the other half with an increased allocation to CTV. It then compared performance to delivery.

The result? “The higher delivery to the increased CTV cells exceeded our expectations and benchmarks across view rates, ad recall, and sales lift,” said Amanda Corral, senior director of paid media strategy at Frito-Lay North America. “And we achieved this without sacrificing CPM or reach. We were thrilled to deliver a strong impact while maintaining efficiency and delivering higher ROI.”

Can tried-and-true audience and creative strategies scale to CTV?

L’Oreal USA has built its brands with a commitment to consumer-centricity. Across its brands, that has meant committing to cut-through creative. (Think, “Maybe they’re born with it, maybe it’s … .” You know the rest.) It has also meant constantly refining media and audience strategies that evolve as the brands’ customers do. For the past several years, L’Oreal USA has followed the lead of its customers and ramped up investment in YouTube.

The company has honed a tried-and-true approach to creative and reach, and wanted to see how that approach scaled to CTV. So in the summer of 2021, when it was time to lean into upper-format, demand-generating media, L’Oreal USA increased its YouTube investment by 102% year over year. “What was interesting about this time was, we were seeing audience behavior patterns around ad-supported streaming and a boom in CTV that we knew wasn’t going to go away,” said Shenan Reed, SVP, head of media at L’Oreal USA.

The company ran a meta-analysis across nearly 30 NCS sales lift studies and found that its YouTube activity delivered an average of 6% sales lift for its campaigns. The company also saw a 6 to 1 return on ad spend on YouTube CTV screens. Not only did this prove that L’Oreal USA’s creative and audience strategies can scale to CTV, but it also saw that the majority of impact was coming from new consumers. That’s important because, coming out of the pandemic, the team knew the company needed to attract the next generation of new consumers and first-time buyers.

“Our consumer is still in the living room, but they’re watching a wider variety of content — content that is more personal, that’s more of the moment. You can ignore that behavior, or you can choose to show up. And we chose to show up,” said Reed.

Our consumer is still in the living room, but they’re watching a wider variety of content — content that is more personal, that’s more of the moment.

Does CTV work for action campaigns?

DocuSign was initially apprehensive about CTV, since users aren’t able to click through and convert on the TV screen. However, the brand put aside those reservations and decided to experiment by using the channel to increase reach and brand awareness. DocuSign understood the importance of reaching its users wherever they were, including their connected TVs.

“Before this test, we didn’t know there was such a large audience on CTV that we weren’t reaching through other video ads,” said Andy Tack, senior marketing manager at DocuSign.

By running a CTV-dedicated advertising campaign alongside a regular cross-device campaign, DocuSign was able to isolate and quantify the impact CTV had on its campaigns. The marketing team found that the CTV ads drove a best-in-class 33% relative lift in ad recall. Furthermore, despite worries about barriers to action, DocuSign actually saw a 126% relative conversion lift for its trial sign-ups.

No model exists for the perfect CTV strategy. Brands of all types are showing what can be done.

“We can now clearly see the value CTV has in our campaigns,” said Tack. “Whether we’re growing brand awareness and recall, or improving consideration and purchase intent, CTV is a critical part of our approach.”

No model exists for the perfect CTV advertising strategy. Whether planning media on behalf of a CPG company, reaching new cosmetics buyers, or taking a chance on a new channel, brands of all types are showing what can be done. The one thing they have in common is that their efforts were rewarded.

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1 Nielsen Total TV & Streaming Report, U.S., Nielsen national TV panel data plus streaming video ratings, Sept. 2022. 2, 3 YouTube Internal Data, Global, Jan. 2022.

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Trial begins for financial executive in insider trading case tied to taking trump media firm public.

Larry Neumeister

Associated Press

NEW YORK – An insider trading trial began Tuesday for a financial executive charged with enabling his boss and others to make millions of dollars illegally on news that an acquisition firm would be taking former President Donald Trump’s media company public.

In an opening statement, Assistant U.S. Attorney Elizabeth Hanft accused Bruce Garelick of tipping off his boss and friends to news in 2021 that the special purpose acquisition company, Digital World Acquisition Corp ., was merging with Trump Media & Technology Group.

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Defense attorney Jonathan Bach insisted in his opening that Garelick was innocent and did not tip off anyone.

“He did not commit any crime. Bruce is an honest and ethnical man,” Bach told the jury in Manhattan federal court.

Several weeks ago, Garelick's co-defendants — Michael Shvartsman of Sunny Isles Beach, Florida, and his brother, Gerald Shvartsman of Aventura, Florida — pleaded guilty to insider trading charges, admitting that they made over $22 million illegally. They are scheduled to be sentenced on July 17.

Michael Shvartsman owned Rocket One Capital LLC, a venture capital firm, and Garelick, of Providence, Rhode Island, was the company's chief investment officer, though he has primarily worked in the Boston area throughout his career.

The indictment against the men did not implicate Trump, who is seeking the presidency again this year as a Republican, or Trump Media & Technology Group, which owns his Truth Social platform and began trading on the NASDAQ stock market on March 26.

Hanft told the jury Tuesday that Garelick and those he tipped off invested millions of dollars in the securities of the Digital World after they were tipped off that a potential target of DWAC was Trump Media.

When the deal was announced, the defendants sold their securities for $22 million in profits, though Bach noted that his client was only accused of making $49,000 from trades. He asked the jury if it made sense that Garelick would risk a reputation built over decades in the securities business for that amount of money.

“He followed the rules,” Bach said. “Bruce was not part of the same social circles as everybody else who was part of this case. ... He was nobody's close friend or buddy."

Hanft, though, said that Garelick took information he learned as a member of DWAC's board of directors and spread the secrets to others.

She said prosecutors will use witnesses, trading and phone records, along with emails and text messages to prove their case.

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