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Yannick Wittenauer
Published on 30 October 2020
Since June 2014, Ultra Premium Direct has been shaking up the pet food market and democratizing organic and grain-free food for dogs and cats in France, sold 100% online.
Digital native, Ultra Premium already uses all online acquisition channels: SEA, SEO, Sponsorship, Display, Retargeting, Emailing, Influence… and completes this arsenal with TV in September 2019.
Ultra Premium Direct therefore has a 20s TV spot: why not use it in digital?
A conviction: YouTube is a natural complement to TV for extra reach.
A certainty: don’t be limited to branding, because performance and branding on YouTube must be possible.
Ultra Premium thus makes its TV commercial profitable: VideoRunRun Creative Suite optimizes the video for digital use and creates 5 variants of it.
The YouTube campaign runs at the same time as the TV campaign.
Phase 1: video pre-testing to validate the best possible variant – 15 days
VideoRunRun used in managed SaaS is configured to split test combinations of variants that mix:
VideoRunRun automatically generates and launch 4,800 campaigns mixing all of these variants.
The purpose of these 2 weeks of testing:
Phase 2: scale campaign with continuous optimization
After 6 weeks of campaigns managed by VideoRunRun algorithm, it’s confirmed: Ultra Premium videos are interesting, clickable and above all allow you to put the sale within a click’s reach.
100% of sales from new customers
Worst to Best: difference between the best and worst combination of variants tested
-75% cost per targeted acquisition
vs target CPA of new customers
15 days of tests confirm that:
Overall, multi-device tests identify a 190% outperformance of the best variant over the worst.
CAC target was reached within the first month and reduced by 75% after 3 months of running campaigns. 100% of sales came from new customers and units sold doubled vs the objective
In this logic of pure acquisition, VideoRunRun has identified the 21 most profitable audiences in the top and mid-Funnel where 40% and 60% of conversions were achieved respectively.
VideoRunRun’s 15-day learning phase extracted strong and counter-intuitive insights: who would have thought that the most scalable and profitable audience would be Sports and Fitness enthusiasts with a CPA 85% lower than the target CPA for profitability?
Beyond the more predictable audiences, we also find passionate real estate enthusiasts…
The YouTube campaign benefited from the TV branding impact, but above all it added an acquisition channel by putting the ad “close to hand” of the buyers: mobile phones generated 70% of sales.
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