Nokian Tyres needed help to increase awareness for their new product, “Nokian Tyres WR G4”, on the NA market. As a start, Nokian Tyres had one high-quality 1-minute long footage (TVC-styled) of the new tyres. The challenge was that the video footage was not edited or optimised for YouTube.
s360 and Nokian Tyres had run two brand lift studies with similar footage prior to the WR G4 campaign. The first test was with non-edited TVC-like material. The second test was with the same exact materials, but the client made small tweaks like replacing the logo, editing the copy and adding CTAs. The second study showed better results, which helped discover the potential of Nokian Tyres video materials if optimised correctly.
s360’s Creative Performance team made a creative audit of the existing material using Google’s ABCD framework. The team edited the Nokian Tyres 1-minute long footage and created a completely new version following YouTube’s best practices. Some of the edits made were:
“Our partnership with s360 has led to many discoveries and successes with our digital marketing campaigns. In this example, the s360 Creative team was quick to provide guidance as well as creative execution which led to the success of this YouTube campaign.
s360 was able to transform a preexisting product video into a condensed and optimized version geared for YouTube users. Ultimately this led to a significant lift in brand awareness and a lower cost per lifted user compared to previous campaigns.”
Altogether s360 and Nokian Tyres completed three brand lift studies to compare the results of working with optimised creative to increase product awareness on YouTube.The first study saw a lift even though the creatives were not optimised. The second study had better results with just small tweaks such as minor text edits, CTA and logo added by the client. The third study, in which the s360 Creative Performance team completely redesigned the video, delivered significantly better results. Compared to the two prior studies, the third study resulted in: