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Yves Rocher PPC Case Study – How to Create Demand for New Cosmetics through Video Advertising

Service: PPC, video advertising.
Subject: Beauty products.

Results: 438 868 views and 3705 views of other videos on the client's channel.

The Client

These days, advertisers are competing for the time and attention of consumers. To introduce new products to the market, an effective branding strategy is crucial. Here, we used video ads to promote the new line of Yves Rocher cosmetics.

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The Challenge

While promoting a new line of cosmetics, we engaged with the audience in the first stage of the sales funnel — “awareness”. We found video advertising to be the best solution for this stage.

ZGMFunnelGraphic_Purchase2

We chose Google Ads as the main promotion tool (about 70% of the allocated budget). As video campaigns were expected to perform the branding function, 65% of the media budget was allocated to videos and only 35% to banner advertising. In order to maximize our audience reach, we targeted women aged 25-45 and excluded irrelevant topics and sites.

In order to reach as much audience as possible, we targeted women aged 25-45 and excluded irrelevant topics and sites.

We also worked with a brand loyal audience — campaigns were created for the following remarketing lists:

  • users who made a purchase;
  • users who added products to the shopping cart;
  • users who watched the client's video on YouTube or visited the channel;
  • smart lists provided by Google Analytics.

The Solution

We used the following formats:

  • TrueView In-Display (video can be played either in the ad section or on the YouTube view page once the user has clicked on the ad);
  • TrueView In-Stream (ad appears before or after the video, the user can skip the ad in 5 seconds).

The audience retention chart shows the average percentage of video views depending on the video format.

The audience retention chart shows the average percentage of video views depending on the video format.

The In-Display format demonstrated very high loyalty and almost matched the free views statistics. In fact, the audience retention rate sometimes exceeded 100% (this is possible when viewers watch the same part of the video several times). Advertising in the In-Display format is run upon the button click, which means the user consciously and voluntarily watches the video.

The In-Stream format, however, used "obsessive" advertising and showed a much lower percentage of audience retention. As you can see, the views were interrupted more actively on the 5th to 7th seconds of the video because this was when the user could choose to skip ad. It should be mentioned that every 10th viewer left the page even before the ad started — the number of viewers for this period dropped from 90% to 60%. We can conclude a priori that 15-20% of the audience were not interested in this video.

Looking at the percentage difference between the diagrams as a whole, the data reveals that the audience of the In-Stream format was 40-45% less targeted and less loyal than the those of the In-Display format. Based on the absence of sharp fluctuations at other timepoints, the users were equally interested in content throughout the entire video.

At a glance, it might seem like that the conclusion is obvious: In-Display is the undisputed leader. However, let’s not forget that in promotional advertising, reach is always the first priority.

Here is a comparison of both formats at an average cost per view, quantity and total cost per view:

total cost per view

total cost rocher

In-Stream's audience performance is 40-45% lower. However, this format provides 2403% more coverage and is 47% cheaper, making it much more effective at achieving the goal.

Where is the best place to show video advertising?

Let's analyze the placements by general indicators and level of audience retention. 

Let's analyze the placements by general indicators and the level of audience retention

A number of received views

Number of received views:

  • YouTube video — 412 104;
  • Google Display Network — 26 028;
  • YouTube search — 736.

YouTube video is the clear leader. This network is significantly superior to others, not only for the number of views but also the average cost per view.

Surprisingly, Google Display network performed well, specifically the video ad sections on partner sites.

YouTube Search was hardly a success.

The Results

After two months of video campaign activity, we obtained the following results:

For two months of video campaign activity, we obtained the following results

The total number of views were 438 868. We should also take into account the added perks of the video campaign on the YouTube channel:

  • 44 clicks on the "Like" button;
  • 110 clicks on the "Share" button;
  • 3705 views of other videos on the client's channel.

To evaluate the product popularity level increase, we analyzed the frequency of requests for the product line name in Google Trends. The diagram shows the average number of search queries per month (the advertising campaign period is marked in green).

campaign period is marked in green

As you can see, there was zero demand for the products prior to the promotion. Demand then increased and peaked during the period of advertising. As soon as the advertising campaign was disabled, user interest dropped, but the product had already reached a certain level of popularity, and this was obvious in the run-up to the New Year holidays. In general, cosmetics are mainly in demand before New Year's Eve, Valentine's Day, and March 8.

A diagram showing cosmetics demand at different times of the year:

A diagram average number of

Conclusions

  1. TrueView In-Stream video advertising works best for branding purposes, although In-Display attracts a narrower and more interested audience.
  2. The most profitable way to show ads is on YouTube, which has the widest reach and lowest cost per view as well as added bonuses from video hosting.
  3. Most importantly, the use of high-quality videos enabled us to fulfill the main goal — to create demand for a new line of cosmetics.

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