What was the role of digital within the media mix?
Long form video helped to provide the awareness that would allow Simply Business’ in-house teams to drive remarketing efforts, with image and copy influenced by native and display tests that ran simultaneously to YouTube activity. Bumper ads were then used for re-targeting. These were also tested, with insights fed into the social strategy, determining which audiences were shown creatives on other platforms.
YouTube’s automated bidding strategies also drove success, while a geographic testing showed whether digital activity was having measurable uplift on performance in specific regions of the UK which had historically seen similar customer profiles and levels of performance.
Simply Business was successful in demonstrating the value of upper-funnel branding activity through digital.
The approach smashed the goal of driving volume to Simply Business’ site, confirming that upper-funnel activity on YouTube was delivering measurable results.
More leads were generated than Simply Business had expected. Clicks sat at around 220,000, a 36% increase on projections; activity reached 5.5 million people, a 323% increase on projections, and generated around 150,000 prospects, a 169% increase on projections.
Furthermore, CPA results demonstrated that conversions were being delivered at a 14% lower cost than increased spending on search.
YouTube was integral to this success. Around 26% of users watched the whole 30-second adverts, compared to an industry average of around 17%. A YouTube brand uplift survey found an 18% lift in brand awareness as a result of the campaign and there was a mammoth 1349% increase in brand interest using a DV360 brand lift survey.
In a sentence...
Insurer Simply Business illustrates the value of upper-funnel branding via digital channels, with its approach supercharging brand interests.