Three, with their puppet hero Jackson, wanted to raise awareness of the #makeitright campaign and their brand. Using Google Preferred, TrueView and the very latest techniques in remarketing they achieved "mind-blowing" results that lifted brand metrics, including ad recall and brand search interest.
Case study summary
• Mobile operator wanted to support major TV ad with follow up YouTube videos
• Using Google Preferred, TrueView and new techniques in remarketing, Three sent engaged viewers additional "substantiating" videos.
• 350% increase in search interest for product keywords
The challenge
Three wanted to raise awareness of #makeitright TV campaign by amplifying its social media reach. Working with the YouTube team from the outset, Three partnered with Mindshare and Wieden + Kennedy to develop a series of videos to complement the TV ad.
The solution
Using Google Preferred, TrueView and new techniques in remarketing, Three was able to measure actual views and re-marketed with additional "substantiating" videos.
Results
Three achieved "mind-blowing" results that lifted brand metrics, including ad recall and brand search interest.
• 128% increase in ad recall
• Top three spot in annual YouTube Ads Leaderboard
• 350% increase in search interest for product keywords
Emily Scovell, Business Director, Mindshare, said: “There’s something of a myth that a TV ad can’t work on YouTube, it definitely can”
