Adrian Awards 2019
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Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western’s YouTube Director Mix campaign leveraged Google’s suite of capabilities and first-party data to inform a robust targeting strategy. The campaign strategically served relevant video ads to the right person at the right time, reaching in-market travelers at critical moments in the path to booking. Best Western’s 2019 campaign was inclusive of 40 distinct target audiences. Audiences included Best Western Rewards members, business travelers and family vacationers, with additional high-value audiences like motorcycle enthusiasts, dog lovers, foodies, sports fans and more. Using a mix of targeting and retargeting tactics, the campaign delivered 40 video variations to users based on real-time data and contextual relevance to their online habits, including content interests, searches and video topics. Best Western also used its own CRM data and a sophisticated Google AdWords campaign to reach and re-engage its customers and look-a-like audiences.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Best Western’s inaugural YouTube Director Mix campaign performance in 2018 demonstrated the strength and power of customized video marketing, with significant lifts in click-throughs, video completions, ad recall, consideration and brand interest over industry benchmarks. Best Western used YouTube Director Mix again in 2019 to deliver compelling, customized ads to audiences that demonstrated interest in relevant topics with precision. After determining key audiences based on past performance, Best Western developed base video layers with swappable text and video overlays that YouTube’s technology mixed to create a dynamic, varied series of ads. The program streamlines the creative process with ease and speed, without sacrificing creative quality. The campaign consisted of 40 individual 15-second ads and were launched using YouTube’s in-stream TrueView ads. Customized content was strategically added within the first five seconds of each video to capture viewers’ attention immediately.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The video campaign communicated that Best Western offers options to meet the needs of today’s modern traveler. The campaign’s base video followed the brand’s overall video storyline for 2019, featuring an exciting photo stream depicting the modern amenities and variety of hotel brands that Today’s Best Western offers. The campaign promoted Best Western’s summer offer with each video ad encouraging users to “Get a $20 Best Western gift card after their first stay.” Individual ad variations communicated unique messaging to reach the users’ specific interests. For example, if a user was viewing videos about baseball, they might see an ad messaged with “Make Your Summer Travel a Home Run” with baseball visuals included. Likewise, if a user was viewing videos about parks and gardens, they might see an ad messaged with “Travel Deals Are Blooming.” This approach created a clear connection between the consumers’ interests and Best Western to drive brand consideration.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
As part of the brand’s loyalty strategy, the summer promotion supported Best Western Rewards 49% contribution of brand revenue fiscal year to date in 2019. These results demonstrate that the brand’s summer campaign helped to improve the brand’s overall bottom line while also attracting loyal customers. Additional campaign-to-date results include: - Contributed to Best Western’s more than 57,350 gross reservations for the summer promotional period - Garnered 17.5+ million impressions and 9.7 million digital video completed views - Producing a 55% video completion rate - Driving 18%+ higher video completions than hospitality industry benchmark
Entry Title
Best Western's YouTube Director Mix Campaign
Division
Digital Marketing
Sub-category
Digital Marketing Innovation
Category
Digital Marketing Innovation
Classification
Entry Award:
Silver