DIGITAL MARKETING CONFERENCE
watches TV regularly.” Reed started off with some
30-second pre-roll YouTube ads which reflected the TV campaign. Not happy with the ads’ performance, the brand brought together all its agencies to work on something fresh. The first innovation was to make use of TrueView—YouTube’s ad format which allows users to skip ads after five seconds. “We decided to scrap everything
we’d learned from doing TV, park the script and create something specifically for the TrueView format. We thought long and hard: how are we going to make people sit up, notice and actually click on our ad? One thing that everybody loves about YouTube is kittens. In a sense that was our insight—that people procrastinate and watch videos of puppies and kittens there.”
With this in mind,
Reed.co.uk
created an advert featuring four seconds of mewing kittens, interrupted by ‘James Reed’ bursting through the image. It was simple but it effectively tapped into the habits of procrastinating YouTubers. The campaign allowed
Reed.co.uk to reach an entirely different audience to that of the outdoor or TV advertising. It’s still YouTube’s most successful UK TrueView campaign.
CLICK TO APPLY “There were lots of different scripts,” says Rhodes. “We had one about unboxing for tech people.” (In the playful spirit of the channel, the boxes were actually empty.) “That was a great opportunity for us to start targeting tech candidates.” From there, the brand could start looking into which users were responding to which adverts and what their
37 issue 25 july 2015
YouTube habits were, allowing them to develop user profiles, personas and lookalikes. “The real beauty of YouTube is, being part of Google, you can build some really meaty remarketing lists based on what your audience is doing. People who had been served the unboxing video would be fed a gadget-focused ‘Love Mondays’ paid search ad if they did a search for ‘tech support’ on Google. They could then go to a tech support website and see a display ad with the same creative.”
CAREER PROGRESSION As the ‘Love Mondays’ campaign develops for 2015,
Reed.co.uk are looking at taking sector-specific targeting further. Rufus Jones has developed the character of James Reed into a delightfully odd recruitment guru, appearing across TV and YouTube. The brand has created light-hearted, tailored
landing pages to reflect the creative that users see elsewhere on the internet. The campaign has also gone mobile to target on-the-move commuters (a takeover of London Underground’s wi-fi took place during January and February this year). ‘Love Mondays’ has become an
iconic multichannel brand campaign, delivering a seamless experience for jobseekers. By building for the platform and thinking channel-agnostic, Reed.
co.uk have created a brand- defining campaign that has reached beyond their established market. “Take a risk,” says Rhodes. “You need to be prepared to stand up and be noticed.”
Reed.co.uk
Mark Rhodes is among the speakers at the Figaro Digital Marketing Conference on 16 July 2015.
In a sense that was our insight: that people procrastinate there
Everybody loves kittens on YouTube.
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