Promotion mix

DIGITAL MARKETING

CASE STUDY 1

F&F School Uniform: Achieving Reach & Revenue on YouTube

F&F is an affordable fashion brand which, thanks to its great value school uniforms, is hugely popular with parents. Second to the festive period, Back to School is their most important time of year. With the summer period looming, F&F sought the expertise of Periscopix to use their latest ‘Back to School’ TV ad to reach new customers and drive revenue through YouTube.

[pic 1]The Challenge

1. Increase overall revenue for the ‘Back to School’ campaign;

2. Deliver high volumes of views at a low cost;

3. Attain an overall YouTube cost of sales of 70%

Action

With four billion views on YouTube every day, there's no denying it's an invaluable tool for reaching new customers and increasing brand awareness. There were a selection of targeting options such as the Children's Apparel in-market segment that were ideal for targeting new parents and Periscopix used this in addition to relevant topics, affinity audiences, and contextual targeting to gain maximum reach across YouTube.

Convincing users not to click on the "skip ad" button as soon as five seconds has passed is one of the biggest challenges with YouTube, even with a strong video like their ‘Back to School’ ad. So, in order to make it more compelling and encourage people to engage, Periscopix added info cards to the video; a selection of expandable images along the right-hand side which linked directly to different parts of the school uniform range.

The objective was not just to reach new users, but also to increase revenue and achieve a positive ROI. YouTube is primarily a tool used for prospecting, but a new campaign type at the disposal of digital marketers called TrueView for Shopping, meant that Periscopix could combine the direct response of shopping campaigns with the brand-boosting power of YouTube. TrueView for Shopping campaigns allow you to serve product listing ads alongside your TrueView in-stream video ads, so while users are watching an ad they have the option to click-through to your particular product pages.

To make sure that highly relevant products were served to users, Periscopix combined TrueView for Shopping with dynamic remarketing, targeting recent visitors to their school uniform pages.

Results

This combination of prospecting and dynamic remarketing had been intended to provide reach whilst achieving a positive ROI and increased revenue, and it certainly did that! During August, the biggest month for Back to School, Periscopix achieved:

1. Over 1 million views at an average CPV of just 2p;
2. £118,106 in revenue at a COD of 16%;
3. A COD of just 5% from our dynamic remarketing TrueView for Shopping campaign;
4. A 73% increase in overall Back to School revenue YOY.

The addition of the info cards to our prospecting, and the “shoppable” element to the remarketing, helped to encourage users to engage more with the F&F ad, and made them significantly more likely to click-through and purchase on the site.