[contact-form-7 404 "Not Found"]
Log in

Le Petit Ballon:
When YouTube does better than Facebook ;-)

  Go back to Blog

Yannick Wittenauer
Published on 11 February 2021


  • share

When YouTube does better than… Facebook to sell to new customers 😉

The brand

“To help you discover wines in a totally different way. In a simple, fun and innovative approach,” is the beautiful promise of the French startup, Le Petit Ballon, specializing in wine since 2011, and the first to offer a monthly subscription to a wine box.

The challenge

Make YouTube a channel acquisition – just like Facebook.

Le Petit Ballon has included video in its marketing mix since 2018 during its Christmas highlight, which, in addition to Father’s Day, is the time of the year best for gifts, and the strongest time for the brand when it sells the most gift subscriptions.

Facebook was usually used as the business generator, for direct sales, while YouTube was used for branding, with view KPIs – sales being almost a bonus on this platform.

In 2020, it was agreed, YouTube video was going to be more than just branding. Branding AND performance, with VideoRunRun technology used in Managed SaaS for the first time over the crucial Christmas period.

The solution

Create a video adapted for performance, test and scale sales on 100% new customers.

The preliminary creative audit (Creative Outcome Index) conducted on the Christmas 2019 video confirms that existing videos have little performance potential; to meet these ambitions, a new video is required for the brand.

VideoRunRun’s Creative Success team assists the brand’s DA in writing a performance-oriented script and takes care of the executive production of the video as well as all the imagined variants (intro, CTA, music, duration…) for the pre-tests.

The pre-testing phase allows to validate the best creatives / targeting / CTAs / LPs combinations… In only 10 days thanks to VideoRunRun’s exclusive Learning Machine, Le Petit Ballon knows exactly where to scale its budget most effectively in order to explode its Christmas sales and maximize its ROI over the next 5 weeks.

The results

A better acquisition CPA than Facebook’s over the same period of time.

picto-tech-2

4 800

Tested variant combinations

meaning as many sub-campaigns launched and managed

picto-brand

163%

Worst To Best

Worst to Best: difference between the best and worst combination of variants tested

performance-squared

X7

ROI acquisition

100% on new customers

Several thousand sales over the period on 100% new customers, for a CPA 54% lower than the target and 6% lower than that of Facebook; what better way to scale a business?!

Le Petit Ballon maximized the performance of its campaign over a relatively short period of 7 weeks, thanks to VideoRun’s Machine Learning optimization:

  • 40% of sales were generated on top of funnel targets and 60% on mid-funnel targets – with non-wine affinity audiences, such as Sports and Fitness or Babies and Juvenile products…
  • Sales per device – desktop, mobile, tablet but also TV – have been maximized thanks to the multiple variants: each device/audience has its winning formats…

YouTube better than Facebook… but 2 platforms also complementary during this period.

With very different buying behaviors depending on the platform, the campaigns are far from cannibalizing each other: the two are complementary by selling more to men for one, more to women for the other and with equally differing behaviors depending on the device.

VideoRunRun lets you scale YouTube on top of funnel, on new customers, when Facebook garners bottom of funnel sales, in remarketing.

With the end of the year in mind, Le Petit Ballon launches an evergreen approach in 2021, with videos that integrate all the insights from previous campaigns. A new a challenge for the brand and VideoRunRun’s Business Success team – to help deseasonalize Le Petit Ballon’s sales.

 

Sure of your YouTube video ad creative outcome potential?

Ask your FREE Creative Outcome Index.

Read Next

Famileo :
achieves its CPA goal and adds YouTube to its acquisition channels

Equipped with VideoRunRun technology, the Breton start-up is daring to take the plunge into the YouTube world. A first campaign that confirms YouTube as a new customer acquisition channel.

How our optimization engine made YouTube video ads a 5x more profitable sales channel for 10 Brands

Here’s the story of our last 10 campaigns where we have stress-tested our approach and our private beta of VideoRunRun, the first-ever SaaS platform for YouTube video ads performance.

Isotoner, from TV to YouTube:
first successful test for an iconic advertiser

The leader in gloves and slippers tests YouTube's performance to generate traffic on its ecommerce site.

Stay ahead

Subscribe to receive updates on videorunrun and how video is making waves in the industry
non sit et, id ut risus dolor. nec