The marketing team redesigned the existing video creative, updating it with timely messaging about new offers.
Posted: Mon Jan 20, 2025 8:36 am
L’Oréal USA, for example, is proof that simply updating a text overlay or call-to-action (CTA) can improve your bottom line at a fraction of the cost.
This spring, when the company faced retail store closures for some of its direct-to-consumer brands, such as Kiehl’s, the marketing team adapted its strategy to focus on e-commerce and drive efficient visits to retail websites.
L’Oréal repurposed existing video creative by adding a call-to-action about a new “Friends and Family” deal. The team then ran the creative as a TrueView for Action campaign, prompting users to click on the offer. This approach helped meet conversion goals and also showed benefits earlier in the customer journey.
As Oliver Hobbs, pr directors email database Data & Media Activation Director for L'Oréal USA's Active Cosmetics Division, explained, “The campaign's cost per landing page visit exceeded our expectations and delivered an average campaign 4x more efficient than some of our other tactics. This approach also allowed us to measure search lift for brand- and product-related search terms.”
Optimize relevance
To make the most of your spend and build meaningful connections with your customers, ads need to reflect their interests and intent. By understanding and responding to their preferences and behavior, you can reach viewers over time with a campaign that responds to where they are in the path to purchase.
One company that has done this successfully is smart security services provider ADT. After research indicated that specific audience segments were more likely to be interested in security systems, ADT created personalized messaging to reach these segments.
Compared to the same period in 2019, ADT saw an increase in preference and consideration (8% and 10%, respectively) along with a 22% increase in conversion rate.
By using video ad sequencing, which allows brands to create a personalized journey for users based on how they respond to each ad, the brand engaged interested viewers with a product story that changed their perception and prompted them to take action. ADT used sequencing to introduce its brand messaging and then later display action-oriented messaging.
“We wanted to create detailed consumer journeys specific to each audience’s purchasing behavior. This would allow us to speak to the right audience at the right time,” explained Stacie Dauffenbach, ADT’s digital brand director. Compared to the same period in 2019, ADT saw an increase in preference and consideration (8% and 10%, respectively) along with a 22% increase in conversion rate.
Helps meet demand
In addition to helping you become more relevant, audience signals can also uncover emerging consumer needs to inform how you present yourself to potential customers.
Trending searches are a great example of this, as it considers how your brand appears in moments when consumers are ready to take action.
When online education platform MasterClass began seeing a rise in digital content consumption and an increase in searches for topics related to its own course offerings, the company took note. It then used these insights to anchor a new “Buy One, Share One” offer to encourage people to try its courses.
“For us, the problem isn’t finding people interested in our product,” said Thomas Hopkins, MasterClass’s director of performance and lifecycle marketing. “It’s connecting interested people with the right content.”
This spring, when the company faced retail store closures for some of its direct-to-consumer brands, such as Kiehl’s, the marketing team adapted its strategy to focus on e-commerce and drive efficient visits to retail websites.
L’Oréal repurposed existing video creative by adding a call-to-action about a new “Friends and Family” deal. The team then ran the creative as a TrueView for Action campaign, prompting users to click on the offer. This approach helped meet conversion goals and also showed benefits earlier in the customer journey.
As Oliver Hobbs, pr directors email database Data & Media Activation Director for L'Oréal USA's Active Cosmetics Division, explained, “The campaign's cost per landing page visit exceeded our expectations and delivered an average campaign 4x more efficient than some of our other tactics. This approach also allowed us to measure search lift for brand- and product-related search terms.”
Optimize relevance
To make the most of your spend and build meaningful connections with your customers, ads need to reflect their interests and intent. By understanding and responding to their preferences and behavior, you can reach viewers over time with a campaign that responds to where they are in the path to purchase.
One company that has done this successfully is smart security services provider ADT. After research indicated that specific audience segments were more likely to be interested in security systems, ADT created personalized messaging to reach these segments.
Compared to the same period in 2019, ADT saw an increase in preference and consideration (8% and 10%, respectively) along with a 22% increase in conversion rate.
By using video ad sequencing, which allows brands to create a personalized journey for users based on how they respond to each ad, the brand engaged interested viewers with a product story that changed their perception and prompted them to take action. ADT used sequencing to introduce its brand messaging and then later display action-oriented messaging.
“We wanted to create detailed consumer journeys specific to each audience’s purchasing behavior. This would allow us to speak to the right audience at the right time,” explained Stacie Dauffenbach, ADT’s digital brand director. Compared to the same period in 2019, ADT saw an increase in preference and consideration (8% and 10%, respectively) along with a 22% increase in conversion rate.
Helps meet demand
In addition to helping you become more relevant, audience signals can also uncover emerging consumer needs to inform how you present yourself to potential customers.
Trending searches are a great example of this, as it considers how your brand appears in moments when consumers are ready to take action.
When online education platform MasterClass began seeing a rise in digital content consumption and an increase in searches for topics related to its own course offerings, the company took note. It then used these insights to anchor a new “Buy One, Share One” offer to encourage people to try its courses.
“For us, the problem isn’t finding people interested in our product,” said Thomas Hopkins, MasterClass’s director of performance and lifecycle marketing. “It’s connecting interested people with the right content.”