First of all, we prepared a custom data measurement framework to analyze & understand the impact of awareness campaigns on search intent evolution and search volume fluctuations for our main keywords. Next, we decided to use the Youtube Brand lift Study methodology in order to accurately measure the Search lift directly generated by our campaign.

Next, we prequalified users and segmented audiences - we built custom buyer personas based on demographics, interest, shopping behavior & other important signals.

Then we prepared the Youtube Skippable campaign targeting specific YOXO personas with a frequency of 3 impressions per each user to maximize reach and influence momentum.

Last but not least, we planned & implemented strong search campaigns on Google & Apple to capture and convert 100% of the generated effect in the most effective way.

We also captured the audiences in "zero moment" by implementing effective remarketing tactical messages to remind users about our campaign while they were still in the research phase.

My phone, my rules. This concept was thought to empower the users to use their phones as they please and to become YOXO customers only when they are ready. The concept of the commercial video complemented the empowering process, suggesting that YOXO enables even the actors of the commercial to make their own script as they see fit, same as it allows customers to choose their own subscription plan: ”My commercial, my rules.”

At the same time, the “ready when you are” concept was meant to make users feel more relaxed in relationship with YOXO and to promote flexibility.

To amplify the desired effect we decided to add more channels in the media mix (video reach on Tiktok for example) and to execute a custom video remarketing strategy using tactical bumpers on Youtube. We targeted users who saw the first video, reminding them about YOXO & assisting the decision making process further.

The whole process was assisted by video ads on different channels in different formats (landscape, box, vertical) and different lengths (35s, 15s, 6s) and enhanced by strong search campaigns ready to convert.

Youtube was best used for reach in target & awareness on more premium channels and persona audiences to influence momentum, as well as for assisting remarketing strategy with tactical bumpers & help capitalize on “zero moment”, while Tiktok was best used for amplification with video reach on mass audiences.

Our research data says that video channels are the most impactful in changing the users perception in key micro moments from the consumer journey, especially in the decision making process: 70% of users from the consideration phase and 80% of users from the conversion phase are more likely to convert if they see a well executed & targeted video ad.

The innovation also consists in the strong correlation we found between search intent and business growth, resulting in more sales and higher conversion rates.

With this in mind, we created an ads ecosystem in order to win the “Zero Moment of Truth”: from awareness to consideration and conversion, every action was designed to assist decision making and to be present while users were still in the research phase.