How Customized Creatives Help Brands Effectively Connect with Consumers
14 Oct, 2021
YouTube offers a mammoth library of diverse video content. Over one billion hours of video are watched daily on YouTube. Marketers always keep on exploring new and better ways to capitalize on the full potential that this huge video platform offers.
Research shows that integrated campaigns with tailored creatives can generate an increase of sixty-seven percent in return on investment over campaigns that do not use customized creatives for different channels.
By making use of personalized messaging and user-generated content, brands and their partner YouTube marketing companies can drive significant impact through their campaigns.
Marketers should create messages that align well with the interests of their targeted audiences. An example that can be cited here is of an Indonesian network provider. For driving awareness of its new products, the network provider decided to capitalize on three of the most popular YouTube genres – music, movies and gaming.
In order to effectively connect with YouTube viewers, the network brand required communicating relevant messages according to audiences’ interests. The network provider built two-hundred customized creatives through Google’s Director Mix tool. These creatives targeted more than seventy-five different kinds of audiences. The creatives delivered personalized messaging in accordance with the interests of the targeted audiences. For example, an ad copy delivered to music fans talked about streaming of favorite songs, while that delivered to gamers talked about easy buying of gaming quota.
By delivering ads most closely related to the interests of audiences, the network brand achieved eight percent hike in ad recall and more than thirteen percent increase in product interest among first-time ad viewers.
Brands and their partner YouTube advertising companies should take into account what is currently trending and should understand intentions of their targeted audiences. An example that can be cited here is of a powdered milk product brand. During the pandemic last year, most of the people stayed at home during the festival of Ramadan and spent more time in the kitchen. YouTube witnessed a significant increase in search terms such as cookies and cakes. Acknowledging that most of the people would prepare Ramadan meals in their homes amid the pandemic, the milk brand decided to create a YouTube ad campaign to make people know how they can use its powdered milk product to prepare desserts for the festive period.
In total, seventeen videos were created by the milk product brand. These one-minute videos featured easy-to-follow and scrumptious recipes comprising brand’s powdered milk product as one of the ingredients. The milk brand ensured that whenever people searched for terms such as cakes and cookies on YouTube, its recipe videos appeared. On average, people watched more than ninety percent of each video and brand drove impressive marketing results.
Brands should encourage content created by consumers for effectively connecting with them. Here, again an example of a milk brand that wanted to run a campaign for its milk can be given. Brand found that different types of consumers such as sports fans, elderly, travelers, etc. consumed the product for varied reasons, for example, as a fitness drink, for easing nausea, etc. Therefore, the brand found it difficult to create a single message that could cover all types of consumers.
It dropped the idea of creating a single message for all and worked with its partner YouTube advertising agency to create a campaign that invited consumers to share their experiences with the product through photographs. The brand created unique creative assets from the testimonials and photos for more than forty different audiences by using Director Mix tool offered by Google. The campaign delivered excellent results.
By creating customized creatives, marketers can build strong and long-lasting connections with the consumers, and boost brand awareness and sales.
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