Littlewoods Ireland - YouTube Strategy Case Study

TESTIMONIAL

“In what has been a turbulent and challenging year, Wolfgang were instrumental in driving the change in strategy that was necessary in this new Covid world. These changes allowed us to match the new needs of our customers, while also driving record breaking growth for our business”

John Carey, Performance & Sponsorship Marketing Manager

WOLFGANG DIGEST

We used the latest YouTube ad formats, smart targeting and bidding options to engage new relevant audiences, and ultimately convert these audiences into customers on search.

CHANNELS

YouTube, Search

BUSINESS GROWTH

53% boost in non-brand ROAS

THE CHALLENGE

Fashion has always been Littlewoods Ireland’s most profitable category. The onset of Covid in early 2020 however meant demand for fashion was at an all time low coming into their most important season of the year, Autumn Winter.

THE STRATEGY

Black Friday deals ads

With demand for fashion down, we needed to raise awareness of other profitable categories that were now in higher demand during Covid, such as Sportswear. We couldn’t hit our growth target by re-activating existing customers alone – we needed to focus on recruiting new customers and making the brand visible to more people in Ireland.

Our strategy focused on two stages:

Drive consideration and purchase intent among new and existing audiences on YouTube, with creative that focused on in-demand and profitable categories at relevant moments throughout the season.
YouTube video engagers would be captured and incorporated into our always on search strategy to ensure we were converting new audiences into customers.

The campaign was paced across 5 key moments that matter to the Littlewoods customer – Back To School, Autumn Fashion, Christmas Campaign, Black Friday, and End of Season Sale.

INNOVATION USED

We used the latest YouTube ad formats, smart targeting and bidding options to create a full-funnel campaign that aimed to engage new relevant audiences, and ultimately convert these audiences into customers on search.

Custom Intent let us target people on YouTube who were searching for products that featured in our videos, and relevant to each seasonal event
LW gave us insight into their typical customer profile and we created a Combined Audience based on this that we targeted on YouTube (female, homeowner, parent, married)
We tested YouTube’s new TrueView for Discovery Ads format, which used thumbnails to direct users to our product deal videos
We used a new bidding beta - Maximize Lift - to find incremental customers to consider the LW brand at a lower cost
Our Video Viewers audience was overlaid on search campaigns with bids increased to make sure we were visible to this audience when they came to search.

BUSINESS GROWTH

Littlewoods had a record-breaking season despite the challenges Covid presented.

By overlaying YouTube video viewers on search, we could see the impact an integrated strategy can have on purchase intent. Non-brand search ROAS was 30.7 for people who had engaged with our videos previously – 53% higher than the non-brand average.

Littlewood’s Econometrics report showed us that YouTube drove an ROI of 51! Considering the ROI of TV and Radio was just 8 for this campaign, it’s clear YouTube is not just a powerful brand awareness tool, but can be a key growth channel when integrated effectively with search.

+15%

YoY Revenue Growth

+53%

Non-Brand Search ROAS

YouTube ROI

YouTube Strategy Case Study

Having an integrated audience strategy across YouTube and search increased search ROAS by 53%!

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

THE STRATEGY

INNOVATION USED

BUSINESS GROWTH