July 22, 2015

Reed.co.uk

Job site reed.co.uk and digital agency iCrossing launched a YouTube advertising campaign that achieved a 3.6 per cent click-through-rate (CTR) – the highest ever achieved on YouTube in the UK. Icrossing explain what made the campaign so successful

Strategy

Reed.co.uk had previously used TV as their main go-to for mass awareness campaigns. They had then repurposed this content for online by shortening it into 30 second adverts for YouTube. We realised people consume content online in a different way so when they started filming their latest TV ad we saw a perfect opportunity to help support the brand awareness by doing things a little bit differently – creating bespoke online content and using a brand new tactic: YouTube TrueView.

YouTube’s impressive viewer figures made it an obvious choice for the campaign and through making the most of Google’s unique, skippable TrueView ad format we were able to extend the value of video and, most importantly, only continue to target audiences that have indicated some engagement with the ad placement. We built remarketing lists so that users who had actually been exposed to, and engaged with, our pre-roll ads were prioritised as they were more likely to engage.

The messaging focused around online user’s common habits of ‘wasting time’ or ‘procrastinating on the interweb’. “Stop watching cats and find a new job” was a web-only piece of content, in line with the brand’s TV campaign. Within the humorous ads, we incorporated clickable zones containing calls to action to keep the user engaged. Each time the remarketing lists were further added to and the brand awareness of the recruiter was increased.

Finally, we launched promoted Tweets, timed to coincide with TV ad spots, referencing the shows the ads were aired against. There was further messaging focused on procrastinating at work, which achieved more than 30 thousand Facebook ‘Likes’, boosted Reed’s Twitter followers by more than 30,000 and generated more than 7,500 social media mentions relating to Reed.co.uk and #lovemondays.

Results

The campaign achieved a 3.6 per cent click-through rate – the highest ever YouTube click-through rate in the UK and more than three times the format’s average CTR of one per cent. It also achieved 297,000 website clicks and 1.5 million video views. Site traffic went up by 13.25 per cent during the course of the campaign.

What the client said

Jamie Bodkin, Head of Digital Marketing at reed.co.uk, said: “Since running the ads built specifically for YouTube, we’ve managed to essentially triple the click-through rate. We viewed it as a branding campaign to start off, but one of the biggest surprises was that the performance was pretty much in line which what we get from Google AdWords, which has been staggering. The campaign has fundamentally changed the ways that Reed.co.uk views brand advertising in general, and that primarily has to do with the fact that the results from this have been way over and above our expectations.’