Of course, in addition to radio, TV and billboards, online marketing played an important role, this time by means of sequential storytelling . This is a consecutive set of messages that allows you to build a story and start a conversation. Sequential storytelling fits in seamlessly with Google's version of the AIDA model ' See-Think-Do-Care ', which Feenstra's marketing team applies.
Sequential storytelling on YouTube for Feenstra (Eric de Meij)
This model aims to move potential leads one step further in the purchasing decision process. In order to use this model as effectively as possible, it is important that the message has a different content in each phase of the decision process.
For the video production, Feenstra brought in video producer/director Eric de Meij , who produced three sets of three sequential videos with the theme: 'You don't want to experience a burglary'. In the three video series, real couples (not actors) talk about the problems they faced after a burglary.
Eric de Meij's video productions are best known for the important role that neuromarketing plays in the creation of his productions. Characteristic of his style is that the resistance of the viewer is circumvented by not starting with a commercial message, but by first playing on the emotions. And this style also proved to work well in Feenstra's campaign. More than half of the target audience watched the videos until the end, compared to a benchmark of 35 percent. Other striking results:
The videos have been viewed roughly 1,000,000 kuwait whatsapp number times (these are the YouTube preroll/skip ads)
More than 500,000 viewers watched the pre-roll in its entirety
View rate was 49 percent versus the benchmark of 35 percent
There was hardly any waste (unlike linear TV, the target group can be precisely targeted online)
KPIs
The videos had the main goal of building a data pool, based on the KPI: 'Full display of skip ads on Youtube' (Trueview ads). But ultimately the goal of every company is always to increase the number of leads. The tracking provided a major challenge. Certain tools were missing to gain the desired deep insights into the contribution of channels to the total number of leads ultimately generated. Nevertheless, an uplift was visible in the paid and non-paid search results. For example.