Over 20 banners were created to communicate the launch of the product and the concept of the campaign through DV360. Private agreements were made with the main publishers, and the audience was segmented based on users’ affinity with the brand.
Ad Sequence by YouTube was used as a tool to increase engagement in the campaign by using videos.
More than 140 pieces of Inbound Content were created (such as competitions), organic posts were supported by paid campaigns, and earned media was used to get greater presence.
By using this digital strategy, the company was looking to make an impact in different media and online platforms, as well as to reach users and make them take part in competitions, product recipes or key launches.
In order to do so, and in collaboration with the agency Making Science, Pescanova devised a strategy using Paid Performance and Inbound Content which enabled the brand to promote its new product and increase the rate of interaction between the brand and the user.
Consequently, the company adopted a digital strategy involving several actions, such as the creation of banners in DV360 to communicate the product launch and the concept behind the campaign, and they used Ad Sequence from YouTube to increase engagement and dynamization.
By using Google’s DV360, it was possible to set bids of ads base on criteria defined as the target audience, both in Affinity and In Market, and this allowed to reach the desired audience. Moreover, with the use of Ad Sequence, a new tool from YouTube, it was possible to control the order in which users were going to view the contents of the campaign; this way, a solid storytelling could be created to increase audience loyalty.
