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.
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.
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.
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