Online coupon website CouponDunia recently concluded a digital campaign that extensively and effectively used YouTube to connect with its target audience. The campaign had a bouquet of 50 ads, custom-created for each YouTube channel that the ad was broadcast on.
These ads egged users to view the entire spot, even if they had the option to skip it. Categories such as comedy (AIB, Pretentious Movie Reviews), entertainment (Zee TV, T-series) and foreign sports (European football) were targetted to reach the brand's TG of 18-34 year olds. Each ad had a self-deprecating tone and was given a context based on the channel it was played on.
Around 32 per cent viewers saw the ads from this campaign completely, as against a YouTube average of 17 per cent. An increase of 77 per cent in the ad viewership was observed, as compared to the brand's previous ads on YouTube. This also reduced the cost per view (of the ad) for the brand. Interestingly, the brand's initiative has been appreciated on Twitter by viewers who found the ads amusing.
Nitin Bawankule, director, E-commerce, Retail, Online Classifieds, Technology, Education and Government, Google India, says, "Targetting the right audience through focussed selection of segment, genre and category is important for an ad to succeed on YouTube. For e-commerce category, everyone who is looking to buy online is on YouTube. Hence, targetted advertising catering to a certain demography, age-group, choices or inclination to shop online will help the brand reach its TG."
The campaign, which began in July and ends this month, hopes to increase brand awareness and reach out to the right consumer. Flixit video production services has worked on the execution of the 50 ads. While 50 per cent of the brand's sales happens in top five cities, this campaign tries to engage with audiences across the country.