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SUCCESS STORY

How to build a strategy around Youtube Ads?

A Moulinex campaign covering the entire conversion tunnel

The Challenge

The Moulinex Companion is the flagship product of the SEB Group. The business objectives have been set high for this innovative cooking robot. Moulinex is a household name in France, but the SEB group can’t solely rely on the strength of the brand to ensure goals are met.

With the help of Numberly, the group has set up an omnichannel mechanism centered around Youtube ads in order to address each target in a relevant way depending on their propensity for purchase.

The Solution

In order to meet their business objectives, the Moulinex teams chose to trust Numberly with their programmatic media activations. Numberly’s data marketing specialists, media traders and data scientists have worked side by side in order to build a three-fold campaign, thus representing the brand throughout the conversion funnel. This content scenario is combined to a refined targeting strategy that leverages contextual data inventories, Google affinity data and SEB Group’s proprietary data, recorded within the Customer Data Platform (CDP) set up and operated by Numberly.

The audience and content strategy is therefore adapted to each stage of the journey:

  • The Awareness phase aims at boosting awareness of the Companion robot. TrueView and VOL videos delivering aspirational brand messages were shown to relevant profiles identified either by Google data (Youtube channel viewers of the brand or Food ecosystem), by contextual inventory strategies, or by the act-alike Hawkes algorithm, developed by Numberly.
  • The Consideration phase aims at creating purchasing intentions for individuals who have already expressed interest in the product. Banners showcasing the product’s strengths are shown to those who have viewed the content distributed in the Awareness phase, but also to prospects identified via SEB Group’s CDP.
  • The Purchase phase aims to convert the engaged audience via incentive messages to retailers. The preferred formats for this phase are display banners and emailing.

The Results

The campaign’s excellent results were measured using indicators defined by SEB Group.

Impact of the Youtube campaign

The results of the Youtube campaign were measured by a third party consulting firm, Ekimetrics.

  1. The global ROI of this digital campaign is 2.6 times higher than for TV
  2. Thanks to the optimizations carried out by media traders, the session rate exceeded the target set by SEB Group by 20%. It was multiplied by 8 between the beginning and the end of the campaign. The cost per session was divided by 8.
  3. YouTube registered a 4.1% impact on awareness and a 4.7% impact on sales. YouTube also influences both awareness and purchase with a sales contribution higher than its sales share.

The efficiency of targets

The most efficient targets were the viewers of YouTube videos and the individuals identified by the algorithm developed by Numberly. This algorithm represents 72% of investments, more than 50% of the sessions, and a CPA of 12% lower than the second most effective strategy.

Key Figures

20 %

increase in session rates compared to the target set

2.6 x

higher ROI as compared to TV

94 %

of the engaged sessions are from the proprietary Numberly algorithm