Return is proud to announce that we have scooped a top award at the YouTube Works for Brands awards for the hugely successful YouTube campaign that we ran for Robinsons Brewery.
The award for ‘Best use of YouTube on a Small Budget’ reflects Return’s expertise at utilising YouTube to drive tangible brand uplift results that positively impact revenue,even on smaller budgets.
Find out more about the campaign from Guy Levine, CEO at Return, and Ben Robinson, Director of Sales at Robinsons:
Return and Robinsons Brewery were among winners that included Heineken, Tesco, Superdry, Hostelworld and BT Sport. Check out all the winners.
The Winning Campaign
The fundamental objective of the campaign we devised for Robinsons Brewery was to increase in-store purchases by improving consumer recall of its Old Tom ale’s rebranded packaging.
The strategy had an audience-led approach on YouTube, targeting a combination of new audiences and existing fans, both male and female, between the ages of 25-54. This included those who showed strong affinities to craft ale, were existing fans of Robinsons, or were living in the North of England.
Targeting started with a mixture of affinity audience, placement and keyword targeting based on our research into Old Tom’s target market. A cross-device strategy was employed to maximise exposure of Bumper and TrueView ads, which mirrored each other in terms of location, demographic and interest targeting – ensuring all ad formats were reaching relevant audiences.
The results surpassed Return’s projections. Desire for Old Tom products exceeded expectations; Robinsons reported 81% year-on-year growth in bottles sold across the campaign period, and the biggest increase in return on spend (ROS) in five months.
The most notable difference to marketing presence year-on-year was digital advertising on social media platforms, where initial targets were all exceeded. Overall, Return displayed more than 1.5 million impressions to over 320k individuals online across YouTube and Facebook, significantly increasing the reach of Old Tom across social media platforms.