Can YouTube contests generate awareness? will they have
interaction consumers? and might they drive complete lift? Intel hosted twenty
one contests on their MyIntelEdge complete channel and has simply shared the
answers to those queries during a new case study.
Backstory of 'A short Lapse'
.
Intel launched a five-month series of your time lapse
photography and picture videography contests on YouTube, supported by TrueView
ads and Promoted Channels. The campaign resulted within the highest conversion
rate from ad to response the team had ever seen, and was thus victorious that
the team had to revise its original goals once targets were hit among three
weeks.
In 2012, Intel launched a replacement class of product, the
Ultrabook, to fill the gap between light-weight laptops and tablets. For the
launch, Intel not solely required to get awareness, it conjointly wished to
have interaction shoppers.
Building on the insight that their audience was curious
about content creation, Intel developed A short Lapse, a series of twenty one
contests that invited users to transfer their photos and videos on YouTube. To
inspire larger power, Intel targeted specifically on time lapse photography and
slow-motion videography.
The team planned 3 video contests and eighteen weekly icon
contests over 5 months, with prizes value over $50,000. additionally, the 3
grand prize winning entries would be utilized in on-line Intel ads.
Engaging the YouTube Community
In you rummage around for "time lapse" on YouTube,
you will see over five hundred,000 video results, that have lots of views.
there's clearly an avid audience for this content, and Intel thought YouTube
would be the right home for A short Lapse.
To jumpstart viewership, Intel leveraged paid media on
YouTube, together with TrueView and Promoted Channels.
Laurie Koehler, client Campaigns Activation Manager at
Intel, liked TrueView, a bunch of ad
formats during which advertisers solely pay once the user chooses to observe
the ad.
"It works fine for each the shopper yet because the
client. everyone wins... it's an incredible principle," Koehler
aforementioned.
Intel conjointly required to inspire their audience to make
content. To do so, they launched How-to build Time-Lapse Photography by Vincent
Laforet. This gave users additional reason to have interaction with Intel, and
allowed the team to leverage the recognition of how-to content, as views of
instructional content on YouTube had doubled in 2011. The four-minute video was
conjointly directly used as a TrueView in-stream ad.
intel additionally engaged YouTube content creators UN
agency already had a powerful following, together with Alex Goot, Tyler Ward
and Devin Graham.
For example, Graham's Devin Super Tramp channel has
virtually one.2 million subscribers and shut to two07 million video views. For
A short Lapse, he directed Wingsuit Race in Slo-Mo, Oahu, Hawaii that was
additionally used as a TrueView ad on YouTube.
Breakthrough Results among three Weeks
With all the proper parts in situ, A short Lapse quickly
blew past original targets, and therefore the team had to revise their goals.
"Based on last year's campaign, we tend to had created
what we tend to thought were very aggressive metrics... 3 weeks into the
program, we tend to were bumping our heads up against those metrics,"
Koehler aforementioned.
All in all, YouTube ads delivered over two hundred % their
original video read goal, and view-through rates for TrueView exceeded
benchmarks for the vertical. As a result, the program received 2x the quantity
of expected video submissions.
"The metrics were out of the park. it had been the very
best conversion rate from ad to response that we'd ever seen," Koehler
aforementioned.
The flexibility with that campaigns will be optimized on
YouTube Analytics and AdWords for Video was additionally spectacular.
"We will get in and dial up or down, alter UN agency it's
we would like to speak to, and the way we would like to speak to them,"
she said.
Given the success, the team extended the YouTube campaign
for eight extra weeks. an indoor study additionally saw whole elevate as a
results of the campaign.
Looking Ahead
Moving forward, Intel is seeking to continue pleasing its
users, and Koehler sees YouTube as an excellent partner for these efforts.
.
"The numbers we tend to received were superb to Maine
and fully set the bar for what we must always be doing in 2013," she said.
"YouTube is a tremendous partner as a result of they need the content, the
resources, the engine, the audience... Everything i need to try and do will
happen right here."
.jpg)
0 comments:
Post a Comment