Advertising on YouTube may not only serve to increase awareness, but also to drive sales. Thanks to a clever combination of performance and video advertising, we helped the Czech brand KOH-I-NOOR to increase sales in Poland by 29 %. In addition, according to the Brand Lift metric, the company has become the most well-known in its field.
„We tried to increase awareness of the company with video campaigns on YouTube.„
KOH-I-NOOR approached us with the task of creating a digital strategy for foreign markets in order to increase brand awareness. Google also participated in the proposal, which chose Poland as the most suitable country for the first campaign.
The solution included two strategies with different evaluation metrics. A content and search campaign had to increase traffic to the selected landing page. We tried to increase awareness of the company with video campaigns on YouTube. The key metrics were reach (completed views), impression frequency and VTR for individual audience types.
The complete media plan of activities was created under the baton of Google.
After the campaign launch, we continuously optimized the performance of all campaigns and worked with remarketing audiences. Google consulted us on the development of the campaign and the fulfillment of the objectives.
We increased sales and saved on costs
„Campaign costs were 24 % lower than expected.„
That the autumn campaign was successful is confirmed by the year-on-year growth in sales in brick-and-mortar stores by 29 %. According to Google's Brand Lift metric, the campaign helped to increase brand awareness by 14.4 %, and the KOH-I-NOOR brand ranked first in this research as the most recognized brand in its field.
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