L'Oreal Luxury Products launched a multi-media campaign during Christmas 2010 in UK, France, Italy and Spain. They covered a wide range of franchises including Armani, Diesel, Ralph Lauren, Yves Saint-Laurent, Cacharel and Lancome. The campaign ran on YouTube and TV in each country.
Research was conducted with MetrixLab to understand the impact of YouTube and TV in terms of incremental reach, effectiveness at raising awareness and impacting branding metrics and efficiency of both media.
The results show that YouTube is a fantastic platform to compliment your TV campaigns. Some key highlights include:
- YouTube offers incremental reach: 15% average total reach (20% for Top 5 campaigns) and 3% average incremental reach (5% for Top 5).
- YouTube reaches lighter TV viewers. 77% of YouTube exposed had lower average contacts with TV.
- YouTube can be used as a lever to optimize TV budgets: Shifting 40k€ TV budget to YouTube results in +2 to 3% incremental YouTube reach.