2019 Winners & Shortlists

Why is this work relevant for Media?

The work involved analyzing the user behavior and interaction on 2 distinctive platforms (YT & search) during the soft launch. These platforms were divergent in terms of interaction and content consumption pattern. The real time insights from soft launch paved the way for an innovative strategy to integrate the two distinctive platform to reach the niche target audience. The strategy involved real time learning and approach to bridge the gap between two dynamic and distinctive platforms through technology to achieve the objective and desired results.

Background.

Our client Ooredoo was about to launch the first “One stop solution” in Kuwait adding Fixed Home internet & services to their existing Mobile and Data packages, giving them a competitive edge over its competition in a highly commoditized market. Our key objectives was to establish a 50% awareness level in the market and also target most potential T.A who would react to the product .and educate them on the benfits of the new first of its kind product in Kuwait . Shamel Home

Describe the creative idea/insights

One week into the campaign we found out that clicks through YouTube were much higher than those compared to SEM. Reason was that the video had a much better explanation of the Shamel Home benefits. However the CPC was high as we were not able to capture only that niche target and generated lots of wastage! Our T.A did their searches for moving to new houses or for preparing their marriage on Google, but YouTube is where they can watch the educational video and then convert! We faced a major challenge on how we could filter out these specific segments. Most digital targeting methods were through in-market targeting or interest targeting, nothing that could really segment our core target audience. That's when we managed to whit list ooredoo on two enhanced data analytics technologies to bridge Search and YouTube and reach our TG, and make YouTube the Primary channel

Describe the strategy.

Based on the product type and its benefits we realized the them most potential audience for this product were newly married couples and those looking for full stop solutions moving into new houses or apartments. This niche audience only making up 7.5% of the total population of Kuwait and 18% of the local population. . As a result, “Search-to-YouTube” and “Life-Event” technologies became the infrastructure for our communication approach Search-to-YouTube” - This technology helped in identifying our TA based on their search queries and not clicks and enabled us to target them on YouTube. “Life Event” was priority to reach our niche TA. User behavior changes, in midst of important milestones and purchases. These behaviors were monitored on cross devices through life event technology to segment the audience based on behavior.

Describe the execution.

A custom audience list was created based on search queries related to new home, marriage preparations, these audiences were reached with customized videos relevant to their search queries while on YT. In parallel, we also grew our TA by using “Life event” technology which aided in reaching TA who were changing their purchase behavior. These technologies were supported with Google’s “Video Sequencing” for TA to experience the benefits in story format. These technologies enabled us to integrate audience from two platform cost efficiently maximizing ROI. Search investment was slashed as audience data was based on search queries instead of clicks.

List the results.

Ooredoo was the first advertiser in Kuwait to test the Search Query Audience (Alpha) and the Life events Beta in Kuwait. The videos in total achieved 32% completed views for that niche target and received an average view rate of 40%. For the Life event, the view rate increased by 2.16 when compared to regular interest targeting for our main TVC. The overall campaign achieved 80% awareness based on IPSOS recall survey and the YouTube campaign showed a 24.7% lift in awareness amongst the viewers, based on the YouTube brand lift study. In terms of interaction, the campaign attracted 30,000 clicks through YouTube at the CPC of $1.06  which resulted in 21% drop in cost per click when compared with initial cost per click for SEM