What was the role of digital within the media mix?
Many marketers today are using online video. When it comes to sparking lower-funnel action while capturing people’s attention – especially during periods of competition – developing creative with a personal touch, harnessing insights from data to tell relevant stories and experimenting makes for a great place to start.
To gauge the impact of sequential storytelling, it also used Brand Lift surveys and AdWords Video Experiments to measure lifts in recall and awareness.
Female shopper awareness up
View rates in USA
Mr Porter set a new benchmark for holiday season success.
The results reveal how video ad sequencing can drive greater impact than a single piece of creative.
Two of the sequences, on average, drove 16.3% higher awareness for new female shoppers, while one sequence alone drove 10.4% higher awareness for new male shoppers.
Mr Porter also found a receptive audience abroad, with view-through rates on some nearly twice as high for male and female shoppers in the U.S.
Overall, it is clear that sequenced storytelling effectively drove both upper funnel metrics, such as ad recall and brand awareness, as well as engagement.
Mr Porter’s Senior Brand Media Strategist, Jack Wensley, concluded: “We knew from previous campaigns that multiple assets targeted sequentially had a positive impact on results. We now know exactly what combination and in what sequence assets best drive business results. The results of which have shaped future campaigns.”
In a sentence...
Mr Porter experiments with a digital video storytelling to reach holiday shoppers.