Vivo, the global premium smartphone brand, has rolled out a digital campaign ViewTube giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of their V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube.

Vivo executed this campaign by monitoring trends and the most popular categories and channels on YouTube for over 30 days. With Google’s new Director Mix Tool, Vivo created over 550 individual ads featuring Ranveer Singh. These ads were dynamically curated based on identified keywords. For instance, a user searching for any movie trailer was 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 on a V7 Full View Display. If a user searched for a song, they were served with an ad that suggested that the song was best heard on V7 Hi-Fi music. This contextual streaming of ads brought in high amount of relevance that ensured viewers did not skip these ads.

Speaking on the campaign, Kenny Zeng, CMO, Vivo India, said, “Vivo has always strived for innovation in all its aspects – right from products to our marketing approach. With the launch of our new digital campaign, we aim to market Vivo V7 in a non-intrusive way to our consumers.”

OBJECTIVE

The objective was to attract the attention of attention-deficit Indian millennial and get them to watch our ads and not skip it.

STRATEGY

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.

RESULTS

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%