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Measuring the Impact of Investment in Branding Cannot Be Done Immediately, Leading to False Marketing Decisions
Farvater.travel Online Tour Booking Service
BrandLift research allows measuring the increase in brand recognition as a result of an advertising campaign on YouTube. Brand work is a "long game".
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASKS
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INCREASE brand awareness among the target audience.
SOLUTION
1
Preparation of Material
The theme for the video clips addressed the "pains" faced by users when purchasing tours from offline agencies: time and nerves wasted traveling to the agency, manually comparing tour prices across all operators, paying bank bills, unnecessary printing of contracts, vouchers, etc.
2
Launching a YouTube Advertising Campaign
Our goal was to obtain as many responses from unique users as possible within a limited budget. The ad format: TrueView In-Stream, embedded in video content with the option to skip after 5 seconds of viewing.
3
Integration of Google BrandLift Research
The basis of BrandLift research is A/B testing methodology. Two groups of users are formed for this purpose - "Saw the Video Ad" and "Did Not See the Video Ad". Each group is shown a question with answer options after watching video clips on YouTube.
4
Receiving and Analyzing Results
The results we obtained not only helped us measure the actual increase in brand recognition but also understand the tasks for increasing the effectiveness of its promotion.
RESULT
In our case, ad recall showed a relative increase of 27% over 2 weeks. The experimental group, which saw the ad once, showed an increase in brand name recall of 13.7%, and those who saw the ad 2 and 3 times - by 57%.
Of course, we also measured the increase in traffic - it was significant not only for paid (naturally) but also for organic transitions to the site from search on brand queries. This indicates a manifested interest in the brand.
+27%
increase in brand recall
x3
Increase in organic traffic
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