Gaining Traction on YouTube for an Agriculture Brand

/ Case Study - PPC, SEO

/ The Brief

Gaining Traction on YouTube for an Agriculture Brand

An agriculture company needed assistance driving reach and video completions for a video series on their YouTube channel. Using in-stream, bumper and discovery ads on YouTube, the team was able to improve the brand’s overall organic presence.

/ Highlights

53MM Impressions
55% Completion Rate
$0.04 Cost Per Completed View

/ Challenge

An agriculture company produced a video series for its YouTube channel. But they saw few views and low channel engagement, despite having dozens of videos and a dedicated in-house YouTube team. They wanted to expand reach and video completions to see a greater ROI. However, this proved to be tricky. Most of the video content was longer than 5 minutes, which often loses the user’s attention, unless they are highly invested or are already brand loyalists.

/ Solution

The True Independent Holdings team used multiple paid ad placements on YouTube to meet the client’s goals. View in-stream and bumper ads for their series introduction video helped increase awareness, with the goal of encouraging users to watch the full series.  Additionally, users who watched the full bumper ad or 30 second in-stream videos were retargeted with other relevant content in the series. 

We also recommended adding in Discovery ads that appear in YouTube search results and video suggestions. In this placement, users are redirected to watch the full video on the brand’s channel, thus meeting the goal of increased video views. 

Despite a quick turnaround time, the team achieved outstanding results from this campaign. With a roughly $100,000 investment, the campaign drove over 53MM impressions across the US and Canada. The average completion rate was 55%, exceeding the 40% benchmark. Cost per completed views were also efficient at just $0.04. Finally, this improved the brand’s overall organic presence. They achieved over 100,000 earned views across videos that were not part of the campaign. 

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