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Infinity

The right content, at the right time, for the right user

The case study that won an Effie Award in the Media Idea category
INDUSTRY

Entertainment

INDUSTRY

Digital advertising

WEBSITE

www.infinitytv.it

Goals

PRE-ROLL CAMPAIGN
Infinity reached out to us to increase the number of Infinity subscribers through a YouTube campaign promoting the ninth season of Will&Grace

Creation of a hyper-segmented target audience of users

Matching user interests and searches with video content that corresponds to their searches

A personalized video message for each user based on their interests

Channeling the advertising message through targeted storytelling that is highly impactful for the user

Approach

A PRECISION MARKETING CAMPAIGN
We created a hyper-segmented target audience of users, matching users’ interests and searches (“makeup,” for example) with the video content promoting the new season of Will & Grace, generating a personalized, ad hoc video message for each user based on their interests or searches (e.g. a scene from Will & Grace featuring makeup).

The real success of this campaign lay in channeling the advertising message using targeted storytelling that was engaging, meaningful and highly impactful for the user.

An Effie Award-worthy success

In the period from April to May 2018, we were able to achieve Infinity’s goals, registering a 7.5% increase in brand awareness and an 8.8% increase in interest around their brand. What’s more, their CPA fell by 53% (for trial activations) in comparison with generic search campaigns.
4 CONVERSION RATE COMPARED TO OTHER YOUTUBE CAMPAIGNS
14 AD RECALL