The creative concepts were developed to emotionally engage viewers without the interruptive and intrusive nature of typical pre-rolls. TrueView was the main approach, but we also posted to YouTube and Facebook and incorporated blogger outreach.

TrueView allows the viewer to skip the advertisement after 5 seconds, requiring us to capture interest early. We executed TrueView to learn how informative and entertaining branded content resonated with our potential customers. Allowing viewers to choose to watch the advertisement or skip it potentially increases engagements. The challenge was capturing attention in 5 seconds and encouraging content exploration through clicking the advertisement.

Our content received TrueView exposure and added value through unpaid engagements.

Google’s brand study earned us 22.8% ad recall lift and 15.4% brand awareness.

TrueView’s view rate was 14.52%, CTR was 2.6%, and consecutive days of content consumption were 920. The videos earned 104,000 views and 690 shares. Viewers were surprised and delighted by content.

The campaign received mentions on AdWeek, Co.CREATE, and New York Egotist for unique industry message and delivery. Orkin’s content campaign increased YouTube views 50% (four months) and view rate an average 4%.

Blogger outreach garnered 131 partnerships, 10.7 million impressions, and average time-on-app of :59.