How ASICS turned long-form YouTube storytelling into brand growth across three global campaigns

Industry:

Footwear & Apparel

Platform:

YouTube

Key Outcomes:

CTR benchmark on long-form VV - Skippable campaign (0.32%)

Branded Search Lift for “asics” term for ASICS SportStyle

Above VCR benchmark on Non Skippable (98%)

Consideration Lift for ASICS SportStyle

The Challenge

ASICS came to Pixability looking to drive awareness across three global campaign launches: a Performance Running footwear launch, a Tennis Footwear launch, and a lifestyle-focused ASICS SportStyle campaign in Japan. Each aimed to reach niche audiences (casual runners, tennis players, fashion-forward sneaker enthusiasts, largely ages 18-44) efficiently, while proving video could drive real awareness and consideration. The challenge was consistency: making long- and short-form video perform across different markets and personas.

Key Outcomes

Pixability activated a mix of formats and video lengths using Pixie-powered behavioral and contextual targeting to reach each campaign’s core audience. Long-form creative anchored the strategy, most notably a cinematic brand film for ASICS SportStyle, consistently beating CTR and VCR benchmarks. Brand Lift and Search Lift studies confirmed that engagement translated into real movement in awareness, consideration, and branded search across every market ASICS reached.

4X: CTR benchmark on long-form VV - Skippable campaign (0.32%)
+11%: Branded Search Lift for “asics” term for ASICS SportStyle
+10%: Above VCR benchmark on Non Skippable (98%)
+1%: Consideration Lift for ASICS SportStyle

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