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Introducing GenAI Contextual Segments for YouTube advertising

Pixability
Pixability
Molson-Coors-Beverage-Company_logo_reverse_1015x287 Screenshot-2025-02-26-at-12.59.52 PM

Success Story

Happy Thursday Reaches the Right Gen Z Audience on YouTube

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Industry:

Food and Beverage

Platform:

YouTube
49%
performance efficiency compared to other options
3X
higher CTRs driven by TikTok creators on YouTube
The Challenge

Molson Coors Beverage Company, in collaboration with their agency partners at Publicis Connect, set out on a bold mission to launch their new line of spiked refreshers—Happy Thursday—designed specifically for 21+ Gen Z consumers. They aimed not just to introduce a product, but to ignite a movement among a new generation of drinkers. To bring this vision to life, they needed a YouTube partner who could push the boundaries of traditional marketing strategies and ensure their innovative approach resonated with the unique target audience.

Happy Thursday needed an activation strategy that could capture the attention of 21+ Gen Z drinkers on YouTube by tapping into TikTok trends and the authenticity of popular creators, all while ensuring brand safety and suitability.

Publicis Connect turned to Pixability, the only YouTube outcomes provider certified by Google for both Brand Suitability/Contextual Targeting & Content Insights, to execute a campaign that would reach the right age-appropriate audience within content that aligned with the brand’s identity and felt authentic.

The Solution
Pixability rose to the challenge, delivering a solution that combined technology, data, and innovative strategy to offer GenAI-powered contextual YouTube targeting tailored to Molson Coors' needs. Their proprietary GenAI Contextual Segments (GCS) allowed Molson Coors to target their audience at scale, achieving impressive results. Here’s how they did it:
  1. Innovative YouTube contextual targeting approach, powered by advanced GenAI-powered inventory curation 
Pixability turned its proprietary 1p data into contextual insights to identify and curate an optimal channel list that would reach Molson Coors’ target audience on content known to drive top performance among their target persona specifically. 
  1. Curating the right Creator Content and riding the wave of TikTok Trends
Pixability selected premium YouTube creator channels with age-appropriate audiences, focusing on creators from the 21+ Gen Z demographic who aligned with Happy Thursday’s brand ethos. By also tapping into YouTube channels that embraced popular TikTok trends, Pixability ensured the ads felt natural and engaging to capture the attention of 21+ Gen Zers within trend-driven content.
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The Result

  • Pixability's GenAI-powered contextual segments proved to be the right formula for the audience, driving 49% performance efficiency compared to other options.
  • Effective trend engagement: Channels that participated in TikTok trends provided balanced performance across VTRs and CTRs, allowing Happy Thursday to stay current with trends while maintaining strong engagement metrics.
  • High performance efficiency: TikTok creators on YouTube drove 3x higher CTRs than any other targeting strategy, highlighting the effectiveness of cross-platform influencer marketing in connecting with Gen Z.

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performance efficiency compared to other options

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higher CTRs driven by TikTok creators on YouTube

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