The objective was to attract the attention of attention-deficit Indian millennial and get them to watch our ads and not skip it.
We moved away from the standard practice conducted by brands to disseminate regular TVCs or branded videos on YouTube.
We created ads that do not look like ads.
We turned YouTube into ViewTube.
With Google's new Director Mix Tool, we created not 1, not 10 or 100 but over 550 individual ads served to users with headlines that were dynamically composited to each ad depending on the keyword searched - all in real time.
To garner higher view-ability, we ropped in Indian Millennial sensation - Ranveer Singh to star in them.
First, we monitored the trending and most popular categories and channels on YouTube such as Movies, Games, Beauty and so on for over 4 weeks.
We served the videos across TrueView, YouTube's skippable ads format.
For example, user searching for Tiger Zinda Hai Trailer were served an ad showing Ranveer Singh in a casual atmosphere with a tub of popcorn in hand talking about how the trailer needs to be watched in a V7 Full View Display. If a user searched for 'Swag Se Swagat', they were served with an ad that told them that the song is best heard on V7 Hi-Fi music.
This helped bringing in a high amount of relevance and context to the ads which play before watching the actual content he/she has the intent to watch for.
We received some really int interesting numbers:
More than 60MN Views ,
The Full video complete rate of 77.08%
An increase of 7.2% lift in Consideration, 8.5% lift in Purchase Intent ,11.6% lift in Brand Interest, 24.1% lift in Product Interest.
89% of viewers did not hit the skip button against an industry benchmark of only 26%