Other projects of interest
The Challenge
Korea Tourism wanted to promote its 'Win a Trip to Korea' contest in the United Kingdom and in the Nordic countries (Denmark, Finland, Norway and Sweden). The contest was held in November and December 2019. The main objective of the campaign was to drive traffic to the contest's Landing Page. To do this, we were given four videos promoting Korea as a tourist destination.
The objective was clear and simple: “increase the number of people watching all four videos by at least 10% (compared to the same campaign in 2018).” If we add 10% to the 2018 figures, we would reach a VCR target for 2019 of 38.5%.
The Solution
Campaign on YouTube
After deep consideration with Korea Tourism, we decided to focus the majority of its budget on YouTube advertising. Initially we wanted the division to be around 85% on YouTube, and the remaining 15% on programmatic advertising (see below). We adapted this ratio at several points during the project based on the data we were receiving.
Our focus on YouTube was due to the channel's popularity, especially for the target demographic:
- K-pop fans (Korean popular music)
- 14 — 35 years old
Programmatic video advertising
When Korea Tourism contacted us, the idea was to advertise 100% on YouTube. We proposed a more nuanced approach by including programmatics in the combination.
Programmatic video advertising allows videos not only to be viewed on YouTube, but can also be viewed in advertising spaces within relevant pages across the Internet. We knew that we would achieve good results with this approach thanks to the specific demographic information we had from Korea Tourism:
- K-pop fans
- Looking for long distance vacations in that period
- Frequent travelers
- Travelers in love with Asian destinations
- Interested in Asian food
The decision to use programmatic advertising paid off. We started conservatively, focusing 15% of our budget on this modality. As the days went by (we optimized every day), our analysis of the data showed us that there was some real traction to gain by increasing the amount of non-presence on YouTube that we were giving to videos. In the end, we were showing more than 25% of the videos in an automated way.
In the UK, we had a much higher view completion rate (VCR) than YouTube; in the Nordic countries, the VCR was pretty much the same.
Results
Novicell achieved the goal of helping Korea Tourism increase awareness of South Korea through video advertising. The campaign was a success, and Korea Tourism made some participants very happy by announcing them as the winners of its contest.
The video completion rate (VCR) in the UK and the Nordic countries was significantly higher than the industry average of 15-20%.
Korea Tourism also achieved impressive results from the overall campaign, and exceeded expectations for impressions and video views.
Results in UK
- 3,000,000 impressions
- 1,500,000 video views
- 50% View Completion Rate (VCR)
Results in the Nordic Countries
- 5,000,000 impressions
- 2,700,000 video views
- 51% View Completion Rate (VCR)