Success Story

Reaching Multi-Faceted Millennial Audiences To Drive Views & Awareness For Sweet Baby Ray’s Hot Sauce Launch

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Industry:

Food and Beverage

Platform:

YouTube

Key Outcomes:

93%

VCR For Contextual Sports Audience

+50%

Search Lift From Female Viewers

4.45%

Positive Absolute Brand Lift

The Challenge

Pixability and GYK Antler were tasked with driving awareness and viewership for Sweet Baby Ray’s launch of their new hot sauce line. Sweet Baby Ray’s had the goal of reaching high-quality millennial audiences, specifically those interested in both Food & Bev and Sports. Key KPIs included VCR, View Rate, and of course, reach.

Key Outcomes

In order to achieve Sweet Baby Ray’s KPIs of enhanced video view and completion rates, Pixability curated multi-layered, highly-targeted contextual audiences. To hone in on “HotStuffMillennials”, we used our contextual audience technology to reach a younger audience interested in food & drink and spicy condiments. We also introduced cross-segment solutions by including the contextual segment of PixSports to further boost reach. For instance, we included Caitlin Clark & The WNBA as part of this segment and as a result, saw significant search growth amongst female users, directly tying this audience curation to enhanced performance results.

VCR For Contextual Sports Audience

Search Lift From Female Viewers

Positive Absolute Brand Lift

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