The Task
Bang & Olufsen is a Danish company known for high-end consumer electronics such as headphones, speakers, and television sets.

As part of the media mix for a product launch, they wanted to include the Efficient Reach format on YouTube. Previous campaigns have already shown that the new format could deliver satisfying results, but with this campaign, we wanted to challenge them on their audience targeting and video creatives – by improving efficiency and relevancy of the campaign to increase reach and lower the cost.

Our approach
Through close collaboration with the internal media team, we wanted to improve performance by optimizing these areas:

1. Audience segments were wisely chosen based on learnings from previous campaigns. Best practices were closely followed during the implementation phase to ensure we were not restricting our reach.

2. Based on learnings and insights together with the ABCD of creating effective video ads on YouTube, we used multiple video creatives with different ad copy. The purpose of this strategy was to better understand what ad copy resonated best with the target audience. Giving the algorithm multiple versions of the same video also helped to increase efficiency.

The results
This campaign saw a significantly better performance measured on Reach compared to previous similar campaigns. Through optimizations made to audience segmentation and improved video creatives, the Efficient Reach campaign delivered:

• 127% more Impressions
• A 60% lower CPM
• An increase of 5.72% in Unique users