0
Million people reached on YouTube
0
More Message Recall
0
Ad Recall
0
Of people in the Dutch market reached
Challenge
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 advertising on flow TV is expensive, and possibly not the most effective use of the media budget. Still, flow TV is important for HEMA, even with the challenges of rising prices and declining return on investment (ROI) and reach.
Approach
To catch the eye of the public, HEMA created a commercial starring HEMA’s cherished mascot, Takkie. The commercial really conveyed the Christmas spirit, and was a very welcome celebration of normality after two long years of Covid.
HEMA then opted for a cross-media strategy with the focus not mainly on offline media, but also on YouTube. This was HEMA’s first time running a large Christmas campaign on YouTube, and obviously, there were justified doubts about YouTube's impact. Would a 50-second commercial even be watched? After all, videos that can be skipped make less impact than a flow TV commercial on a large screen. To investigate this, two experiments were set up:
- The first experiment investigated the effect on Awareness when YouTube was added to the media mix
- The second tested the effect on different devices on YouTube
Results
As expected, YouTube enabled additional reach. Of the total 5.2 million people reached on YouTube, 1 million were incremental compared to Television. GfK research also showed that message recall increased by 37% with advertising deployed on both YouTube and Television. YouTube not only provided extra reach, it also created more impact.
In the second experiment, the hypothesis was that users on smaller devices would pay too little attention to a long commercial to make sufficient impact. To test this, an a/b-test was set up with a 50/50 split between CTV vs. all devices.
This showed that advertising on CTV indeed led to a significant increase in ad recall (+12%). This while there was no effect on other devices. In addition, the exposed positive response rate was much higher on CTV than on all devices (52% vs. 42%). Even though the commercial was very long and less suitable for YouTube, impact could still be made on CTV.
By adding YouTube to the media mix, HEMA was able to reach no less than 97% of Dutch people. And, equally important, make a huge impression with its heartwarming Christmas message.
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.