We thought the best idea to achieve our goals was to choose an emerging media; online video.We suggested a more diversified media mix minimizing the impact of TV inflation without losing any communication strength.Using online video media allowed us to increase the campaign’s Gross Ratings Points through innovative new formats.

Initially, we had a TV campaign consisting of 20” and 15” spots for a period of 6 weeks. Using the same creativity used for the last three years. We were also present in our target’s main magazines by using conventional pages with the LIGERESA Club.For internet we decided to use display, content and search.Finally, we complemented the campaign with online video formats through Adconion. We combined MPU and an expandable leader board. Thanks to very aggressive negotiation we maximized the profitability of the format. We had presence in the main websites, segmented by target.

LIGERESA’s campaign is considered best practice by Unilever and other accounts, due to the effectiveness of the online video formats it employed.

The campaign was cost-efficient, neutralizing the effect of inflation.

We achieved a multimedia reach of 92%. Online video provided a 13% reach, out of which 2% was exclusive.We complemented TV’s exposure by reaching those individuals that consume less TV.It improved all brand KPIs without affecting advertising ones: Top of mind improved 18% by using online video, spontaneous brand acknowledgement increased by 6%, favourite brand increased by 25%, advertising awareness increased by 9% +3% suggested.