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Case Study: Economy Automaker Shows Advertisers a New Way to Roll

Social media focused campaign results may have advertisers reconsidering ad creative



Overview

An economy automaker launched a two-part campaign with TubeMogul in an effort to showcase its latest compact car. True to its name, the campaign placed a heavier emphasis on advertising through social media outlets. The campaign was particularly successful as a result of heavier focus on the social media components of advertising – amassing over 590,000 user-initiated views.



Creative

Video 1: A 60 second standalone video. The ad featured a clickable overlay banner – half of which led to automaker's website when clicked, and the remainder displayed Facebook “Like” and “Share” buttons.

Video 2: A 161 second video promoting a contest sponsored by the automaker. In the video, various YouTube celebrities challenged viewers to upload videos with the chance of becoming the next YouTube star. A clickable banner overlay to the YouTube contest page was displayed during most of the video, with Facebook “Like” and “Share” buttons appearing at the end.



Execution

Part One: Placement in social media activated (SMA) units, as well as click-to-play units on premium auto and lifestyle sites

Part Two: Placement limited only to SMA units. This segment of the campaign was meant to promote the new vehicle entirely through social media, including the video content (YouTube celebrities).



Results

Engagement was strong for both videos, especially in social media placements – 42% of total views were social media activated.



However, Video 2 garnered higher completion rates in SMA placements, despite being twice as long:


  • 57% of SMA views of Video 1 completed the video
  • 62% of the Video 2 views completed the video

Unique ads designed specifically for social media audiences may perform especially well in this type of placement.






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