Brief
YouTube advertising solutions are essential for most French advertisers. It is the ideal complement to TV campaigns, allowing to obtain a better advertising memory thanks to a superior attention and the presence of sound in the contents. However, many French advertisers consider YouTube as a reference for branding campaigns, the evaluation of its effectiveness for sales remained unclear.
How to demonstrate the effectiveness of the platform in achieving tangible business results?
They made it
Lot of people have been working on this project, here is our part of people working on it.
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Josué Pichot -
Priscillien Gac -
Santiago Alcalde
Strategy
Re-release of the “Touch the heart of your target”, made with the agency M&C SAATCHI.GAD in 2016 and then declined internationally, More Than Just Viewers puts us first in the skin of the viewing device and takes us in the everyday life of the audiences on the platform.
The novelty of this reissue comes from the use of the many case studies made by YouTube, developed through several years of collaboration with advertisers. They demonstrate with uplifting data and statistics that the YouTube platform delivers tangible business results.
The strength of the platform lies in audiences truly engaged with the content. Indeed, watching YouTube is not to mechanically scroll news feeds, it is to immerse yourself in a platform with infinite content, a culture that reinvents itself and videos inviting you to act, experiment and be moved.
Thus, we take the party to show audiences in action, in small scenes of daily life, represented under the YouTube prism of authenticity, sharing, filled with small winks.
Idea
The campaign is based again on a 360 deployment mixing digital and offline, giving pride of place to exclusive formats in the specialized press, but also the experimentation of a new type of YouTube deployment “Video Ad Sequencing” allowing alternate a double form of retargeting.
Declined by key industries, 6 creations take us into the daily life of the French in formats 30, 15 and 6s. They are accompanied by explanatory content both on YouTube best practices in the form of Snack Content for the Social Media, and on their application through 9 enriched case studies published on the platform Think with Google.
Content
We have fashioned an authentic and spontaneous photography through daily situations sublimated the YouTube way. An agile and flexible production methodology allowed us to produce many low-cost digital assets, while having a highly qualitative rendering.
