Industry

Food and Beverage

Platform(s)

YouTube

Objective

Awareness

The Challenge

When a packaged food brand sought to develop an impactful advertising strategy, it knew that it needed to be investing in the video platform its audience loves: YouTube. But the vast and dynamic nature of user-generated content on YouTube poses a significant challenge for brand marketers, as it can be difficult for brand channels to stand out organically, and to find and engage the right audiences through paid media. To make the most impact, the brand teamed up with Pixability — and not just for highly-targeted paid advertising, but for Pixability’s cutting-edge channel management and organic services as well.

The Strategy

Pixability’s data-driven approach to video helped the packaged food brand boost organic channel growth, as well as paid media performance across more than 20 video campaigns — including a campaign partnering with leading YouTube influencers. Throughout the partnership, Pixability’s video experts utilized the PixabilityONE platform to isolate the right audience for the brand. The platform automatically performed in-flight optimizations to make the most of the brand’s video investment, and yielded insights on the brands’ audience that the brand could utilize to drive creative strategies.

The Result

The partnership between the brand and Pixability continues to make an impact on the brand’s audience. With Pixability’s help, the brand was able to drive triple-digit organic growth in views (278%), subscribers (168%), engagements (514%), watch time (130%), and organic traffic sources (494%). Utilizing creative influenced by Pixability’s insights, and following more than 4K in-flight optimizations, the brand’s recent influencer campaign surpassed view rate benchmarks by 118%, and long-form video view-to-completion rate benchmarks by a dramatic 10X — in addition, a Google Brand Lift Study showed a significant lift in awareness, purchase consideration, brand favorability, and purchase intent, as well as a 42% lift in ad recall, a best-in-class result. Encouraged by the success of both the paid and organic strategies, the brand has renewed their partnership with Pixability to continue making an outsized impact on audiences through video.

4K

in-flight optimizations

42%

lift in ad recall