Challenge
Implementation of new technology for performance marketing, specifically on YouTube.
makeOtoothsi, already a constant YouTube user, wanted to improve the efficiency of their brand campaigns by using AI Powered Video Solutions.
They wanted to test new avenues where they can get incremental reach that result into eventual increased conversion. They decided to be one of the early pioneers in testing Video Reach Campaign 2.0
Goal
Driving innovation, the makeO - Google Partnership
As makeO is always open to trying new things, Google along with Django secured client buy-in to pilot VRC 2.0 to leverage additional inventory sources to reach as many customers as efficiently as possible. They ran the shorts only campaign in 2 geographies to test the effectiveness.
The main goal of this approach was to maximize reach by tapping into YouTube Shorts, a rapidly growing format while optimizing campaign efficiency through AI-driven targeting & inventory management.
Result
Results as featured on Google.
The campaigns delivered 121% relative search lift for their core term ‘toothsi’ and resulting in incremental 10% direct leads. They have now started campaigns across 6 more geos & planning to scale it up for their other product lines as well.
Furthermore, we also observed a significant 80% decrease in the cost per reach, which highlights the effectiveness of our recent strategies in optimizing our advertising expenditures and improving overall campaign efficiency.