<<Back to Case Studies

Case Study: Social Media Provides More Effective Spend

Paid social media drives sharing and increases SEO presence



Overview

A large video game developer and distributor launched a campaign to promote its upcoming game. The trailer for this latest addition to the series was already being promoted on YouTube. TubeMogul was contracted to drive views from a key target audience and increase video engagement, directing traffic to the new game’s site featuring additional videos and a pre-order option.



Execution

The trailer was placed as high impact 470x364 (vs. standard 300x250) virtual currency units within Facebook games. – these were complemented by overlay banners directing viewers to the game’s site and a pre-order option. A YouTube player was used to enhance search engine optimization (SEO) and boost channel counts.



Results

During the course of the campaign, 209,676 organic views were added to the game series’ YouTube channel – with 1,934 comments. The trailer had 58,180 views before the campaign with TubeMogul launched and less than 3,000 views per day. In a steady state (no media) scenario, we expect the video to have just over 124,000 views by the end of the campaign. Instead, the trailer totaled 497,800 views by the end of this period. Net out the paid media views, the video game company gained 85,620 additional views from SEO impact alone. Additionally:


  • Total completed views: 58%
  • Average play time: 1m29s (77% of trailer)
  • Click-through rate of 5% – benchmark for this type of placement is 3%





Creative Commons License