0
More appointments
0
Periods of data used
Carglass is mainly using traditional media, such as Radio and TV, and for years this has been very successful. Carglass is the undisputed market leader in the "glass repair market," with an assisted name recognition of 85% and a turnover of 7 billion euros. However, with a changing media landscape, more expensive GRPs and increasing difficulty in reaching younger audiences, there is a real risk Carglass could start losing ground.
For this reason, Carglass wanted to run a geo-experiment on YouTube to test and validate the added value of Online Video.
Approach
The YouTube campaign aimed to generate as many online appointments as possible. This is the most important KPI for Carglass on which TV ads are also judged. The YouTube campaign was set up, targeting audiences low in the funnel, such as look-a-likes, Custom Intent and website visitors. The data team would then provide insight into the effect of the campaign, in addition to the regular results from the DSP. Random locations (cities) were selected and divided into a control and a test group.
Results
Both the test and control groups consist of multiple regions – the geos – and because we input results at the geo-level, we can use a Time-Based Regression (TBR) model for each region to gain results on a group level.
The advantage of a geo-experiment is that it enables statistical comparison. In this, we use data from three periods, the pre-test, test and cooldown period to calculate the number of transactions that would have come in during the test period for the test group if no experiment had taken place. This what-if situation is calculated on the pre-test data of both the test and control group, and the test period data of the control group. This allows for comparison with statistical validity.
Ultimately, the campaign lasted 28 days. However, we used 14 weeks of conversion data in the final analysis. The difference between the two groups was striking. In the control group where no campaign was run, appointments decreased during these 14 weeks, whereas the test group had a stable and even increasing number of appointments after the campaign had ended.
In fact, a total of 1,125 more appointments could be attributed directly to the YouTube campaign. All other variables were equal. The geo-experiment clearly demonstrated the significant effect of the YouTube campaign on the number of online appointments. Moreover, the result paved the way for us to run multiple pilots for Carglass in 2023 to validate this approach even further.
YouTube geo-experiment paved the way for more appointments
Carglass is mainly using traditional media, such as Radio and TV, and for years this has been very successful. Carglass is the undisputed market leader in the "glass repair market," with an assi...
Delivering a huge impact through YouTube for HEMA
After a couple of challenging years, HEMA – a well-known Dutch variety store chain – wanted to attract attention during the holidays with its biggest campaign in years.
However, massive a...
Insurance firm, Centraal Beheer, reduces CPA by 25% with ...
With the end of third-party cookies on the horizon, Centraal Beheer tasked their agency, dentsu, to develop a new cookieless solution able to drive high-quality traffic and deliver more value – ...
Dentsu's sustainable services
Time is of the essence. Sustainability, well-being, and climate are pressing and vital concerns for individuals, businesses, and consumers alike. As marketers, we have the power to make a direct...
Dentsu and Intergamma future-proof their digital measurem...
Dentsu and Intergamma future-proof their digital measurement with Google Analytics 4.
Tuning in: How dentsu increased YouTube ad recall by 188%...
One of dentsu’s clients wanted to generate better awareness and attention of its YouTube campaigns – and drive contextual relevance with key audiences. However, the team was finding it challengi...
Walibi Belgium and dentsu (re)launch the Kondaa
3 million reach for free? Mix classic media & branded content… then shake it!
After suffering two difficult years between COVID & massive flooding forcing to close the...
Intergamma: Data Driven Indexable Faceted Navigation URLs
All of Intergamma’s product lister pages contain the option to filter on a specific brand or product type in the facet navigation. Selecting a filter resulted in a URL with complex parameters. T...
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate: Campaign automation for small & mid-sized clients
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Albert Heijn: Data-driven DOOH campaign resulted in a new...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Blue Band: Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
iProspect: Tele2
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Cubanisto Chatbot
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.