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Ballantine’s Brasil – Conquering YouTube Space
Pernod Ricard approached
us asking for help to make
their biggest product launch
to date.
Ballantine’s Brasil
This product was unique for
Ballantine’s brand, since it
presented more exotic taste,
which was fueled by Brazilian lime
peel.
Goal was to make
Ballantine’s really stand
out this summer with their
digital communication.
Main campaign goals
Biggest
audience reach
User
engagement
Free media
generation
Clear product
communication
Scotland+ Brazil
After analyzing clients’ global
page (MixItWithBrasil.com) we’ve
decided to create our own
concept.
Key idea: If Scottish whiskey can be more
Brazil, maybe we can also?
To answer this question we’ve created a
concept, called “Be More Brasil”.
One of the key tasks was efficient media use.
For campaign we’ve
created an ecosystem,
which consisted of
YouTube and Google
Display Network.
We’ve also used paid local media
and Facebook.
YouTube and Google
Display NetworkCampaign app
Local media
Why GDN and YouTube?
Because if you have limited budget and want to create “communication
everywhere” effect, these channels generate free media (impressions),
since you pay for clicks and views only.
On YouTube we’ve
created a YouTube page
specially for Ballantine’s
Lithuania.
Almost forgot...
Did we mention, that creative budget was
extremely low?
This forced us to think very creatively while
saving every dollar but not losing content
quality (and quantity).
For YouTube ads we’ve created 30 different 20 s. length “teaser” videos
with Portuguese language lessons. While optimizing costs, all videos had
the single design and music.
These videos were used as a
TrueView format ads on
YouTube while driving traffic to
“Be More Brasil” social app.
Seeking maximum visibility on all
communication platforms we’ve
created it on YouTube also.
For all videos we’ve created “custom
thumbnails”.
When videos appeared on the
recommended lists, it was more
noticeable.
Yes, it’s a cat with shark costume
chasing a duck while riding a
Roomba.
These are YouTube
recommendations.
Optimize every possible
communication detail.
Optimized video names
attracted more attention.
party
Optimized video keywords
allowed our videos to appear
next to the related interests
searches.
Optimized video descriptions
showed campaign message.
Placements in local
media invited people to
join “Be More Brasil”
and win a trip to Brazil.
App home view was
featuring intro video straight
from the Ballantine’s
YouTube page.
Users were greeted by our
barman, who introduced
Ballantine’s Brasil and
invited to Be More Brasil.
To be more brazil users had to
use Portuguese language
dictionary and include it’s
words to their casual posts.
All posting was done via our
social app. The more posts
with Portuguese words you
use, the more points you get.
And users were very very active...
20.000+
active app users
Results
150.000+
posts made
227k video
views
76k + video
minutes watched
Avg. CTR
0,81%
2.5 mln. +
unique cookies
reach with paid and
organic media
...almost forgot.
On YouTube we’ve paid only for 226.970 views.
Free media value was worth 263,54% of investments.
17
Hours of free
advertising
1.267.835
free
Companion banner
impressions
22.000
free clicks
Integrated campaign success - Ballantines - Ballantines Brasil_iProspect

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Integrated campaign success - Ballantines - Ballantines Brasil_iProspect

  • 1. Ballantine’s Brasil – Conquering YouTube Space
  • 2. Pernod Ricard approached us asking for help to make their biggest product launch to date. Ballantine’s Brasil
  • 3. This product was unique for Ballantine’s brand, since it presented more exotic taste, which was fueled by Brazilian lime peel.
  • 4. Goal was to make Ballantine’s really stand out this summer with their digital communication.
  • 5. Main campaign goals Biggest audience reach User engagement Free media generation Clear product communication Scotland+ Brazil
  • 6. After analyzing clients’ global page (MixItWithBrasil.com) we’ve decided to create our own concept.
  • 7. Key idea: If Scottish whiskey can be more Brazil, maybe we can also?
  • 8. To answer this question we’ve created a concept, called “Be More Brasil”.
  • 9. One of the key tasks was efficient media use.
  • 10. For campaign we’ve created an ecosystem, which consisted of YouTube and Google Display Network. We’ve also used paid local media and Facebook. YouTube and Google Display NetworkCampaign app Local media
  • 11. Why GDN and YouTube? Because if you have limited budget and want to create “communication everywhere” effect, these channels generate free media (impressions), since you pay for clicks and views only.
  • 12. On YouTube we’ve created a YouTube page specially for Ballantine’s Lithuania.
  • 13. Almost forgot... Did we mention, that creative budget was extremely low?
  • 14. This forced us to think very creatively while saving every dollar but not losing content quality (and quantity).
  • 15. For YouTube ads we’ve created 30 different 20 s. length “teaser” videos with Portuguese language lessons. While optimizing costs, all videos had the single design and music.
  • 16. These videos were used as a TrueView format ads on YouTube while driving traffic to “Be More Brasil” social app.
  • 17. Seeking maximum visibility on all communication platforms we’ve created it on YouTube also. For all videos we’ve created “custom thumbnails”. When videos appeared on the recommended lists, it was more noticeable. Yes, it’s a cat with shark costume chasing a duck while riding a Roomba. These are YouTube recommendations.
  • 18. Optimize every possible communication detail. Optimized video names attracted more attention. party Optimized video keywords allowed our videos to appear next to the related interests searches. Optimized video descriptions showed campaign message.
  • 19. Placements in local media invited people to join “Be More Brasil” and win a trip to Brazil.
  • 20. App home view was featuring intro video straight from the Ballantine’s YouTube page. Users were greeted by our barman, who introduced Ballantine’s Brasil and invited to Be More Brasil.
  • 21. To be more brazil users had to use Portuguese language dictionary and include it’s words to their casual posts. All posting was done via our social app. The more posts with Portuguese words you use, the more points you get.
  • 22. And users were very very active...
  • 23. 20.000+ active app users Results 150.000+ posts made 227k video views 76k + video minutes watched Avg. CTR 0,81% 2.5 mln. + unique cookies reach with paid and organic media
  • 24. ...almost forgot. On YouTube we’ve paid only for 226.970 views. Free media value was worth 263,54% of investments. 17 Hours of free advertising 1.267.835 free Companion banner impressions 22.000 free clicks

Editor's Notes

  1. Intro
  2. Intro