Our distribution strategy was driven by industry best practices and by user video consumption habits. First, we took a page from the movie studios and modeled the distribution cadence after a theatrical release: tease, announce and distribute. Using this approach, we would be able to create buzz ahead of the series launch, announce the series with a trailer and distribute the films where consumers were viewing similar content.

Next, knowing that consumers tend to binge watch content in one sitting, we recommended that YETI upload the entire My Old Man series at once versus weekly, episodic releases. This would allow us to serve multiple videos at once to viewers who were in the mindset to watch long form content through an interactive library. These viewing experiences allowed users to watch films in one viewing window without having to click through to find the next one.

Before paid efforts, we shared the films with endemic partners, generating organic buzz among serious enthusiasts. To further pique anticipation, we used teasers on Facebook and Instagram, promising #MyOldMan was “coming soon.”

To announce the release, we introduced the series on the microsite with high-impact units including branded overlays, video pushdowns, and a Vimeo campaign. An IAB Rising Star Unit ran across Undertone’s 80+ outdoor sites, which not only allowed us to create one high-impact unit, alleviating production costs, but also housed multiple films at a time. Similarly, branded overlays ran across pre-roll placements. When viewers engaged with the overlay, it opened a library that allowed the user to watch the entire series without clicking out of the original content window.

The third phase maximized distribution of the film through data-driven precision targeting, native video seeding and paid search. Finally, sequential messaging ensured that users watched the entire series.

Due to our three-phased and impactful media approach, the My Old Man series earned 50MM video views and double-digit lift across multiple brand metrics per a Millward Brown brand study.

The campaign overall successfully introduced new consumers to YETI contributing to a 12% lift in Aided Brand Awareness and 10% lift in Brand Favorability – 300% over Millward Brown benchmarks. Further, the campaign positioned YETI as a premium product among outdoor enthusiasts, as we saw a 12% lift in agreement that YETI products are high quality items.

By offering viewers an opportunity to watch more than one film at a time, we saw a 15% lift in Unaided Advertising Awareness and a 10% lift in Unaided Brand Awareness among users who had 3-5 exposures to the campaign.

Finally, the series received a prestigious Vimeo staff pick.