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Case Study: TRESemme's Fashion Week Blitz

TubeMogul PlayTime blows away engagement benchmarks for TRESemme's hair-styling videos.




Overview

Coinciding with Mercedes-Benz Fashion Week, TRESemme released a series of videos from New York. The goal was to bring the styles from the runway to everyone, incorporating TRESemme products. In order to succeed, TRESemme needed to gain the attention of their target group, women looking for professional, affordable hair-care products, in large numbers. For that, Carat, the company's agency, turned to TubeMogul PlayTime.



Creative

The clips starred celebrities and stylists talking about their runway inspirations, styles and tips on how everyday women can utilize them in day-to-day life.



Execution and Results

Through its "Featured Video" spots and other targeted media buys, TubeMogul garnered over one million user-initiated views for the videos across sites in the first phase of the campaign, and millions more to date in subsequent phases. Beyond views, TubeMogul garnered an average viewing-time 34% longer than the average video and about the same as typical celebrity editorial content. Viewers were as engaged with the ad as the editorial that surrounded it, which is uncommon in the advertising world.



Statistics like these, all tracked by TubeMogul, proved useful as the campaign proceeded. After discovering that viewers referred by Twitter watched longer than almost any other source (1.38 minutes, on average, compared to about a minute for all campaign videos), TubeMogul shifted resources to Twitter.





Creative Commons License