A Sneak peek of the complete story:The Brand: Three Three wanted to support its major TV ad through YouTube videos Three’s strategy for Remarketing The mobile operator saw increase in search interest for product keywords along with various other goodies Words by Emily Scovell, Business Director, Mindshare:
The Brand: ThreeThree UK is a telecommunications and internet service provider operating in the United Kingdom as a subsidiary of Hutchison Whampoa. The company launched in March 2003 as the UK’s first commercial video mobile network. The mobile operator wanted to increase awareness about its TV ad campaign #makeitright as well as the brand. They employed various new techniques of remarketing such as Google Preferred, TrueView & so on that lifted the brand metrics tremendously, including ad recall and brand search interest.
Three wanted to support its major TV ad #makeitright through YouTube video campaigningThe telecommunication company wanted to achieve its objective of promoting its TV ad campaign #makeitright by amplifying its social media reach. While working with the YouTube team from the onset, the company collaborated with Mindshare and Wieden + Kennedy for creating a series of videos to complement the TV ad.
Three’s strategy for RemarketingThe team employed Google Preferred, TrueView and new techniques in remarketing. They were able to evaluate actual views that they re-marketed with additional ‘substantiating’ videos.
The mobile operator saw increase in search interest for product keywords along with various other goodiesThe company accomplished awesome results that moved up brand metrics, including ad recall & brand search interest. There was a 128% increase in ad recall with 350% increase in search interest for product keywords. Three acquired top three spot in annual YouTube Ads Leaderboard.
Words by Emily Scovell, Business Director, Mindshare:
“There’s something of a myth that a TV ad can’t work on YouTube, it definitely can”