In order to create awareness of Palmolive Naturals range of shampoos, we delivered a contextual campaign on YouTube, utilizing 6-second ads. Unique Bumper Ads: 14 Impressions: 17,956,089 Ad Recall: 42% lift – the highest in shampoo industry!
Palmolive Naturals had been in the market for a while, yet the brand didn’t enjoy high recall or top of mind. The brand’s first challenge was to connect an overarching interest for a broad female target group, which ranged from the ages of 18 to 35.
Research pinpointed us to the fact that our target audience loved browsing YouTube and from here on, we could segment their interests into common clusters. We tailored our message for the Target Groups through contextual communication, meaning that every YouTube search was followed by relevant communication about the interest, which was As Natural As Palmolive Naturals. 14 unique creatives were promoted on YouTube pre-rolls giving us only 6 seconds to make an impact. And it paid off. Even Google lauded the brand’s efforts in optimizing the platform.