Raising Awareness Among Beauty Audiences on YouTube
A digital marketing agency wanted to raise awareness of its beauty client's new fragrance among female beauty mavens age 18-34.
With 6.3B total views, the fragrance sub- category represents only 5% of the beauty space on YouTube, but it’s growing fast — total views in this space increased by more than 40% in 2016 over the previous year. The agency recognized that identifying the precise targeting parameters to reach the right fragrance fanatics across YouTube would be challenging, and began to explore technology-driven strategies to achieve the campaign’s objectives.
Based on the platform's actionable insights on audience viewing behavior and expert campaign management, the agency turned to Pixability.
Pixability’s technology scanned the fragrance space on YouTube to identify a sophisticated targeting strategy that would maximize impact among the brand’s core audience. The strategy included targeting against beauty and fashion vlogger placements; fragrance, beauty, and winter style trend keywords; style and entertainment topics; as well as remarketing.
Pixability’s strategy also included shifting the lion’s share of spend toward entertainment keywords and placements during the flight, in advance of the beauty brand’s spokesperson appearing on a popular late night television program. In addition, Pixability’s customer success team optimized the campaign in-flight, shifting spend toward the highest performing targeting parameters, including remarketing.
Pixability helped the agency successfully deliver against the beauty brand's campaign objectives.
Pixability’s campaign surpassed benchmarks for view rate by 14%, view-to-completion rate by 17%, and click-through rate by 27%, indicating that the campaign was reaching an audience that is highly interested in fragrances. In addition, a Google Brand Lift study found that Pixability’s campaign achieved a 14.2% lift in brand awareness — a best-in-class result — when comparing audiences that had viewed the campaign compared to a control group that had not.
higher view-to-completion rate than campaign benchmarks
higher click-through rate than campaign benchmarks
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