Success Story

Driving Awareness for Royal British Legion Through High-Attention Storytelling on YouTube

Industry:

Non-Profit

Platform:

YouTube

Key Outcomes:

9.5x

Higher CTR than benchmark for Non-skippable, Reach on Mobile

+103%

Increases in Search Lift across key terms like “poppy charity”

+12%

Lift in Ad Recall

The Challenge

During UK Remembrance season, the Royal British Legion needed to amplify awareness and drive emotional resonance for its cause, cutting through digital noise with messaging around remembrance and giving.

The campaign had to connect meaningfully with high-value audiences while proving that YouTube’s non-skippable environments could deliver guaranteed attention, full message completion, and impactful storytelling at scale.

Key Outcomes

Pixability successfully activated an AI-powered, content-first strategy to align YouTube with premium TV environments, ensuring placements mirrored the quality and context of Linear and VOD activity. The campaign implemented geo-targeted creative, audience precision, and cross-device delivery to drive impact. This approach delivered strong engagement in high-quality environments, achieving balanced reach, efficient views, and strong completion rates. These results also translated into meaningful search lift across search terms, proving that content-led video can drive both interest and active consideration.

Higher CTR than benchmark for Non-skippable, Reach on Mobile

Increases in Search Lift across key terms like “poppy charity”

Lift in Ad Recall

“
Working with Pixability helped us maximise the impact of every pound invested in our campaign. Their expertise in YouTube optimisation and audience strategy delivered outstanding results, helping us reach more people and drive meaningful engagement during RBL’s most important time of year, Remebrance-tide.
”

Hannah Saunders Business Director, Bicycle

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