Technology industry case study
The Intel Creators Project - Video ads to drive traffic and engagement
What did Intel & Vice want to do?
The Creators Project is a joint project set up by Intel and VICE Media in 2010. It is a community dedicated to the celebration of creativity and culture across media, and around the world, in music, fashion, art, design and film.
Handpicked ‘Creators’ (e.g. Mark Ronson, Phoenix, Spike Jonze, Diplo) use the website to upload videos and content that showcase their latest work. Creatives from around the world can visit the website to view new content, comment and collaborate
Over a one month period, and targeting the US, Tug’s objectives were to:
- Reach at least 100,000 new visitors
- To use YouTube as a way to engage with their creative target audience
- Have an average Cost per Click (CPC) of no more than $0.30
- Create as much online Brand Awareness as possible using Banners, Click To Play videos, and Text Ads
How did Tug help them do it?
- Whilst the Search Network was used for ‘Brand’ and ‘Creators’ names keywords, the majority of the budget was spent on the Google Display Network; targeting music, film, fashion , art and design websites.
- Due to the creative nature of the target audience, Tug decided to target users with Rich Media (inc. Banners and Click-to-Play Video Ads), as well as Text Ads.
- A YouTube strategy was also implemented, including In-stream Video Ads, Video Overlays, Banners, and Text Ads
How did it all go?
- Average CPC of $0.25
- 136,213 Visitors sent to the website in a one month period; beating our target by 36,213 visits
- The ‘Mark Ronson’ video was viewed 652,678 times at a cost of only $0.01 per view. That is 602,678 views more than targeted
- On average over 85% of the Video was viewed by each viewer of the video
- 114,462,909 Click-to-Play Video , Banner and Text Ad Impressions were served
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