Knowing where to find their audience and what interests them allowed Kraft to engage a key market, Millennial males, and grew MiO water enhancer sales by over 100%. Entertaining, mobile friendly, product focused ads generated views, and a creative use of annotation technology deepened their audience connection while adding a sense of discovery. Learn more in our MiO case study.

Goals

  • Successfully launch MiO, a new category innovation, into a cluttered and struggling beverage category
  • Establish a strong connection with the male millennial consumer

Approach

  • Developed a magnetic, quirky and highly entertaining online video to capture the attention of the discerning male millennial audience
  • Leveraged YouTube annotations to encourage the consumer to find all the "hidden" videos and drive deeper engagement with the brand
  • Ran YouTube homepage takeovers and TrueView ads, as well as Google Engagement ads to reach male millennials

Results

  • Earned 3.1M views from May through September 2013, across the campaign's main video, doubling the number of expected video views
  • 50% of users clicked back to the main video to find other hidden videos
  • Delivered sales growth of 111% and captured 77% share of the market (Nielsen MarketTrack latest 52 weeks, all sales ending September 28, 2013)
Published
January 2014
Topics

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MiO surpasses all expectations by engaging its male millennial audience using YouTube technology in a whole new way

In 2012 Kraft Canada launched MiO, the revolutionary liquid water enhancer, with a fun and quirky campaign that appealed to its male millennial target. When challenged to top that success the following year, the MiO team launched a YouTube campaign unlike anything seen before.

By leveraging YouTube's annotation technology, the team was able to add a layer of interactivity and engagement to the campaign that allowed the brand to continue to tell its story. The result: The campaign changed the trajectory of a declining category. MiO delivered 111% growth and captured 77% share of market (Nielsen MarketTrack).

The challenge the team faced was shifting the consumer target and introducing a new consumer, male millennials, to the water enhancer category.

The challenge

In early 2013, the team was facing a big challenge: The beverage mix category was in decline and the liquid water enhancer space was going to become very competitive. MiO needed to stand out among the crowd and to establish a strong connection with a consumer who had little interest in the category: millennial males.

The idea

The team leveraged an entertaining, yet product-focused video across traditional media as well as YouTube. It knew its target seeks out the most entertaining videos on YouTube and likes to share them with their friends. YouTube was the partner of choice, since it is the platform where consumers find and share the best videos. Using YouTube's annotation technology, the team was able to tell a richer, deeper product story longer than 30 seconds.

Using YouTube annotations to drive deeper engagement

The team leveraged YouTube's annotation technology to drive audience engagement. The annotations allowed the team to insert hidden videos. The videos encouraged viewers to watch the funny and quirky ad carefully to see if they could find the six hidden videos and click-through to view them. To keep the audience engaged and entertained each of the six pieces of content continued the conversation, by placing the hero in absurd situations, utilizing MiO in the most overt, over the top product placement possible.

By leveraging YouTube's annotation technology, the team was able to add a layer of interactivity and engagement to the campaign that allowed the brand to continue to tell its brand story. The result: The campaign changed the trajectory of a declining category. MiO delivered 111% growth and captured 77% share of market (Nielsen MarketTrack).

Driving mass awareness among the target consumer

To distribute its content, the MiO team knew it needed to go where consumers were already gathering. YouTube and Google ad solutions were key to achieving significant scale.

YouTube's TrueView ads efficiently targeted MiO's male 18- to 34-year-old audience. What's more, each TrueView ad engagement counted toward the video's view count, driving its social currency.

YouTube homepage and mobile site takeovers helped launch the videos to drive significant awareness and traffic spikes on key campaign dates.

Remarketing reengaged past audiences by serving them new content, leading to higher video viewing and engagement rates amongst these users.

The YouTube channel provided the campaign with a mobile-optimized destination, ensuring the best user experience across devices.

Google engagement ads also drove additional reach for the videos beyond YouTube.

The results

YouTube's reach, as well as its annotation technology, allowed the team to build the next level engagement with its male millennial target.

The campaign exceeded expectations in terms of generating awareness, extending the brand story and building its community on YouTube. The MiO team delivered 111% sales growth and captured 77% share of market (Nielsen MarketTrack).