CASE STUDY: Yahoo! launches 'The Kennedys'
Provided by Yahoo!
Leveraging multiple Yahoo! products to reach and engage new and existing viewers
What was the Challenge / Background of the Campaign?
History, a pan-European television channel, partnered with Yahoo! to create buzz
and awareness around the launch of "The Kennedys", a four-part movie event with a starstudded cast. In addition to creating that buzz and awareness, History also wanted to significantly increase its audience numbers above and beyond benchmarks for a first-run series. To do this, it knew it had to target both new and existing viewers; reaching them via a medium that offered a relevant audience, at scale.
What was the Campaign Objective?
To create buzz and awareness around the launch of "The Kennedys". To significantly increase audience numbers by targeting new and existing viewers.
What was the Solution?
History partnered with Yahoo! because of its proven ability to deliver large audiences across a variety of media sites, as well as the marketleading insight into its user base. Yahoo! also offers the tools for turning that insight into targeting. Yahoo! leveraged multiple products to reach and engage new and existing viewers. Yahoo! Mail Login ad (a full day event) combined with a half-day Yahoo! Netblock afforded History an impactful and tactical application of Yahoo!'s expansive canvas to engage our UK audience of 30 million.
What were the Results?
The combination of the Yahoo! Login and the Yahoo! Netblock helped to deliver the highest viewership ever for a new programme launch on History. The overall campaign reached nearly four million unique visitors, generated close to 10 million impressions and delivered a 0.06 percent over-all ad click-through rate.
What were the Key Learnings of this Campaign?
"The client was extremely happy with the performance of History's campaign. The
combination of the Yahoo! Login page domination alongside the extended reach of the Netblock allowed us to achieve optimal cover and frequency against our target audience. This really drove interest and saliency over a compact 24 hour period .... This is a great case study for working an impactful brand awareness approach alongside the reach achievable through a network buy. Thanks Yahoo!" Tom Simpson, Group Account Director - MPG / Media Contacts.