64% of 15-24 year olds watch at least one video per day. No wonder brands are fighting to capture the attention of the ultra-connected generation through video content. With that in mind, it’s sad to learn as many as 88% of viewers dislike the digital video ads they see (study by Kantar Millward Brown).
In 2016, Nescafé wanted to revitalize its brand image among young people in the French market. Their creative agency, BUZZMAN, teamed up with the research team at Kantar Millward Brown to iteratively test the real-time performance of their Hello Voisins ad campaign and tailor their creative across multiple video platforms.
BUZZMAN had identified a key insight among young adults to inspire the campaign: it’s hard to make friends with new neighbors when meeting for the first time.
This idea led the campaign “Hello neighbors” or “Hello Voisins” in French, whereby newcomers get to know their neighbors by inviting them to share a Nescafé breakfast.
During the launch of the campaign, several humorous videos were posted on social media. They featured a character, Mathieu, who has numerous failed first encounters with his new neighbors, ranging from leaking water, a noisy party and more. In a funny way, Nescafé comes to the rescue and organizes a breakfast meet-and-greet for Mathieu and all his neighbors.
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Optimizing the creative to boost performance
The team at Nescafé wanted to understand the potential of their creative across Youtube and Facebook. Nescafé partnered with Kantar Millward Brown, using their LinkNow for Digital tool. In less than 24 hours, the tool evaluated the creative across the two platforms, combining traditional survey data with behavioral in context data.
“For this creative campaign, we decided to go further from the basic metrics such as reach or views, and measure the creative’s impact from a brand point of view, looking at different attributes of the brand. We set up different studies with Kantar Millward Brown to iteratively test the effects of different changes to the creative”.
In the report, they observed a high drop-out towards the end of the creative on Facebook and noticed a significantly higher brand impact on YouTube. These results prompted Nescafé and BUZZMAN to modify and optimize the creative on the different platforms: shortening videos on Facebook and increasing spend on YouTube.
As Dorothe le Nue Allali – Senior Client Director, Kantar Millward Brown, put it:
“We tested “Hello Voisin” videos on YouTube and Facebook. These tests mapped out and evaluated the potential of the videos and the different behaviors across the platforms. The quick results allowed us to optimize the videos and modify the media spend to maximize performance”.
The Hello Voisins campaign was highly impactful for Nescafé. Not only did the content gain great visibility online through clicks and likes, it translated directly into brand metrics: +35% on brand recall: an uplift seen across the whole target group and even more so among 18 -24 year-olds, with an increase of +45%.