Get more from brand campaigns
Posted: Sun Dec 15, 2024 9:50 am
In the end, this custom campaign structure led to a 54% increase in conversion rates. Additionally, 50% of the retailer’s reach across both campaigns was incremental, capturing views that would have been lost with a single awareness campaign.
A 2021 Google study found that, on average, YouTube full-funnel advertisers see their awareness campaigns generate 75% more incremental reach than their action campaigns.
►Boost sales while expanding reach
Entel, Chile’s largest telecommunications company, set the bar high for its gambling data singapore Cyber Monday sales. Like Nike, the brand needed to build awareness of the event in the days leading up to it and meet its ambitious seasonal sales goals.
Instead of relying on action formats alone, it decided to maximize its reach with a full-funnel strategy. Within a week, it was able to reach over 5 million users and achieve a high cost per user 66% lower than the benchmark, all while generating over 600 additional sales.
Our research has shown that advertisers who ran video action campaigns and then adopted two or more CPM brand advertising formats generated an average 9% lift in conversions.
Entel’s success shows that marketers focused on achieving aggressive short-term sales goals can still take a long-term view when it comes to generating leads. Following this campaign, searches for “entel cibernético” increased by more than 200% year-over-year.
Versioning campaigns for different objectives allows brands to build relationships with new potential customers, even while helping other customers make final decisions.
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“The impact on incremental sales, generated by the synergy created by video formats, Search and Shopping campaigns, has been very important for Entel,” said Carolina Browning Oldendorff, senior media performance consultant at Entel. “This combination, together with creative best practices, has allowed us to improve performance and unlock a very significant sales lift.”
Since this campaign, Entel has used the Cyber Monday strategy as a model for all other seasonal moments over the past year. The brand plans to lean even further this year by increasing investments in various YouTube formats.
The International Rescue Committee (IRC), a global humanitarian organization that helps people rebuild their lives after wars, conflicts and natural disasters, relies heavily on contributions from its donors for the work it does.
Emotional resonance is a particularly important goal of storytelling that compels people to donate to humanitarian causes. Celebrity endorsements, social proof, and powerful audiovisual elements often feature in the organization’s campaigns.
A 2021 Google study found that, on average, YouTube full-funnel advertisers see their awareness campaigns generate 75% more incremental reach than their action campaigns.
►Boost sales while expanding reach
Entel, Chile’s largest telecommunications company, set the bar high for its gambling data singapore Cyber Monday sales. Like Nike, the brand needed to build awareness of the event in the days leading up to it and meet its ambitious seasonal sales goals.
Instead of relying on action formats alone, it decided to maximize its reach with a full-funnel strategy. Within a week, it was able to reach over 5 million users and achieve a high cost per user 66% lower than the benchmark, all while generating over 600 additional sales.
Our research has shown that advertisers who ran video action campaigns and then adopted two or more CPM brand advertising formats generated an average 9% lift in conversions.
Entel’s success shows that marketers focused on achieving aggressive short-term sales goals can still take a long-term view when it comes to generating leads. Following this campaign, searches for “entel cibernético” increased by more than 200% year-over-year.
Versioning campaigns for different objectives allows brands to build relationships with new potential customers, even while helping other customers make final decisions.
336x280
“The impact on incremental sales, generated by the synergy created by video formats, Search and Shopping campaigns, has been very important for Entel,” said Carolina Browning Oldendorff, senior media performance consultant at Entel. “This combination, together with creative best practices, has allowed us to improve performance and unlock a very significant sales lift.”
Since this campaign, Entel has used the Cyber Monday strategy as a model for all other seasonal moments over the past year. The brand plans to lean even further this year by increasing investments in various YouTube formats.
The International Rescue Committee (IRC), a global humanitarian organization that helps people rebuild their lives after wars, conflicts and natural disasters, relies heavily on contributions from its donors for the work it does.
Emotional resonance is a particularly important goal of storytelling that compels people to donate to humanitarian causes. Celebrity endorsements, social proof, and powerful audiovisual elements often feature in the organization’s campaigns.