ABCDs
The secrets to driving results on YouTube are explained in a multi-output campaign.
- Multiple Outputs
- Fictional Campaign Iterations
- Research Insight
With the results of thousands of previous campaigns at their fingertips, YouTube has a lot of insight about what works on the platform for its advertisers. These insights have been distilled into ‘The ABCDs of effective creative on YouTube’. We created a campaign of articles, videos, downloads, social media assets and Visual Stories that explained the ABCDs and unpacked how they could be implemented.
The key concepts of the ABCDs are attention, branding, connection and direction. To explain how they can be dialled up or down in ads, we had to create a fictional dummy ad in several iterations. These iterations showed pre-ABCDs, with the ABCD principles applied, and then three different refined versions where the individual concepts were dialled up or down to create ads that targeted different stages of the marketing funnel.
All backed by comprehensive research and delivered in a range of simplified and more in-depth outputs, the campaign explains the concepts in a way that is hopefully not prescriptive, but instead empowering to creatives and marketers who are trying to push their work to achieve more.
Evolution
- A Drawing-Board Feel
- Clear Comparisons
- Inspiring Rather Than Directing
Storyboard ideas for the fictional ad
Breaking the info down in a Visual Story
Consistent art direction across different outputs
Making It Simple
- Simple Delivery
- Engaging Ideas
- Multiple Outputs
With a lot of content and information to convey, it was important to develop bite-sized, engaging elements that then led on to deeper explorations of the ideas.
Visual Story
Google’s new dynamic format was a great way to deliver the initial ABCDs.
Social Assets
To draw in creatives, a social campaign ran teasers of the insights.
Presented Video
In an engaging presentation the various iterations of our dummy creative was explored and discussed.
