Harnessing the Power of YouTube to Deliver Brand Saliency
Whilst The Perfume Shop is the second largest retailer of branded fragrance, brand awareness does not reflect its sales success. We needed to create a paid search strategy that started to address this conundrum whilst driving sales at the same time.
We decided to tap into The Perfume Shop customers’ appetite for celebrity news and gossip. We ran a 6 month display advertising campaign on the Google Display Network – specifically on YouTube. We used our Mercury platform technology to bring the relevancy of search to display advertising – targeting videos of celebrities who have their own fragrance brands – such as Sarah Jessica Parker, Beyoncé and Peter Andre.
We saw over 9 million views of the specific ads and The Perfume Shop gained an impressive 236% return on investment on a view through conversion basis. Detailed analysis of the campaign showed uplift in Google traffic volumes long after the YouTube PPC campaign launched, delivering a substantial increase in The Perfume Shop’s brand profile. The PPC People