How Pescanova managed to reach its target audience and improve its engagement through DV360 and Ad Sequence by YouTube
Pescanova is a Spanish multinational firm specialized in the phishing, farming, processing and commercialization of seafood products. In collaboration with the consulting firm Making Science, the brand decided to extend its reach through a digital strategy based on Paid Performance and Inbound Content, an effort which had significant results.
To obtain visibility and increase user interaction with Inbound Content created for Pescanova’s “Elige Bigotes” (Choose Moustaches) Christmas campaign.
To turn the consumption of king prawns into an everyday food, presenting them as a quality product, and not just something to eat during the Christmas period.
To extend the brand’s reach to a new type of consumer interested in health-related matters and the foodie world.
To use Ad Sequence by YouTube and DV360: the former to increase loyalty in YouTube, and the latter to support the campaign with banners within Google’s Ad Exchange.
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.
The banners obtained 23 million impressions and 19,000 clicks with viewing times of 28.3 seconds.
The dynamization strategy by YouTube resulted in a total of 10.2 million views, and a reach 570% higher than the previous year using the same investment.
The digital strategy implemented by Pescanova managed to set its product apart in the market, and reach online users.
Pescanova’s objective with the “Elige Bigote”(Choose Moustache) Christmas campaign was to promote its new range of “Rudolph” king prawns by using digital platforms. Christmas meals are the main events over those dates, hence Pescanova presented its new superior quality refrigerated king prawns through an online campaign to reach a new type of consumer.
The main objectives on those digital platforms were to extend the scope of the brand in order to reach a new type of consumer interested in health and food-related subjects, increasing interaction, and of course gaining visibility through different type of actions.
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.
There were 23 million impressions and 19,000 clicks with viewing times of 28.3 seconds in DV360. Furthermore, the loyalty strategy in YouTube resulted in a total of 10.2 million views, and a reach 570% higher than the previous year using the same investment, making it in the ranking of most viewed Christmas campaigns of 2018. The digital strategy adopted by Pescanova managed to set its product apart in the market and reach online users, proving that a good idea does not have to be limited to a single format.