Strategic insights highlighted several European markets that had high YouTube consumption (above 90%), presenting the ideal opportunity to reach our audience in a space where they were already spending a lot of their time.
France was selected as the test market as the cost of sessions driven by our current publisher activity was the highest, so would benefit most significantly from an improvement in efficiency.
We set up a brand new YouTube campaign, optimised toward driving conversions via a maximise conversions bid strategy. We targeted users’ in-market for the destinations that Norse travel to, with a series of 5 videos outlining each of Norse’s KPIs as an airline.
Success was measured against Norse’s mid-funnel KPIs – cost-per-session (primary) and click-through rate (secondary) – in order for the campaign to be fairly compared to the existing activity.