Video case study: Remarketing pays off for Three’s #makeitright YouTube campaign

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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”

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