With more people streaming video than ever before, there’s no doubt that screens are capturing a greater share of attention. From sports to self-care, viewers are watching more of what matters to them, giving advertisers more opportunities to reach them at their most engaged. Of course, that also means advertisers must stand out in a sea of content.
These brands did just that. Through personalization and participation, they pushed the boundaries of video to connect with people. Their creative campaigns were recognized as part of our YouTube Works Awards, an annual, global celebration of the best campaigns across YouTube that not only captivated audiences, but also generated results. As you think about video creative for your next campaign, consider these lessons from some of the world’s most effective YouTube work.
Let audience insights guide video personalization
People don’t hate ads — just bad ads. And they all have different preferences. Fortunately, personalization doesn’t require producing a million ads for a million different people. It only requires a slight adjustment to better address their needs. So what if, instead of interrupting the viewing experience, ads tailored to each viewer actually complemented it?
Samsung U.S. recently answered this question. Instead of running one-size-fits-all hero creative, the brand took a more personalized approach in its campaign for the new Galaxy Note10. In their research, the marketing team identified three key audience segments: gamers, creators, and entrepreneurs. Then they found each segment’s most-searched “how to” videos — for example, “game tips” for gamers — and created ads with Director Mix that had a similar look and feel to the content people were about to watch. Based on what the viewer needed, each ad showed how the new device could help.
What if, instead of interrupting the viewing experience, ads tailored to each viewer actually complemented it?
This personalized approach led to a 557% boost in viewer consideration, 27% lift among non-Samsung owners, and nearly 900,000 Samsung carrier store visits, winning the YouTube Works Award for Media Innovation.
Land a message, not a sales pitch
While video personalization can be a key to unlocking growth, sometimes the best ads aren’t even ads at all. This proved true in Brazil for makeup brand Avon, which leaned on the power and influence of tutorials. Armed with the insight that 79% of beauty consumers believe that “reviews and tutorials act as a physical test of products and help [them] decide what to buy,” Avon partnered with popular beauty creators to broadcast an eight-hour live stream using YouTube Premieres. Filled with makeup tutorials and exclusive deals on feature products, this approach led to 3X more website visits and 36% more online purchases.
