As a service that allows users to create albums of their digital photos, Photobook struggled to find and capture new online customers.

Our challenge was to identify new demand for our service and to create an ad campaign that would convey how Photobook was uniquely positioned to satisfy that demand.

It was also important that the campaign reach as many potential customers as possible and that its effect be quantifiable.

We created video ads (HTML5) featuring a 0-, 2-, and 5-year old boy, each with similar features. These ads would be delivered in sequence to each user based on a cookie value to convey the sense that the boy was growing up.

To connect with as many users as possible, we would use an ad network (Google Display Network), which boasts a wider reach than video-sharing sites such as YouTube.

For data gathering, we would count clicks and quantify the effect of ad viewing (using DoubleClick Campaign Manager's attribute measurement function).

We launched the Growing Boy ad campaign in the Japanese market in November 2015. Delivery of the ads was done by uploading them to a third-party server (DoubleClick Campaign Manager) and adding a third-party tag. Since the key point of the ads was to show a boy growing up, we changed the ad to show an older boy after a certain number of impressions had been made with the user's advertising frame.