This Renault Dacia case study from Spain is a great example of how TV and YouTube can be combined to increase the reach and impact of a campaign. It was found that YouTube reached 17% of consumers, adding 4% reach to TV, but that YouTube and TV needed 13% less investment to achieve the same reach as TV only. Ultimately, the combination of TV and YouTube was significantly more effective than TV alone in lifting spontaneous awareness, consideration and brand values.

Goals

  • Develop better understanding of how YouTube and TV work together

Approach

  • Analyzed Dacia campaign on TV and online via YouTube
  • Use Metrix Lab to measure the branding effect of campaign

Results

  • Adding YouTube to the campaign delivered the same reach as TV with 13% less investment
  • Using both YouTube and TV was significantly more effective than just TV
Published
April 2012
Topics

Want to understand more about how TV and YouTube work together? This Renault Dacia case study from Spain will give you some useful insights into the media mix.

Key findings:

  • YouTube reached 17% of consumers adding 4% reach to TV.
  • YouTube and TV needed 13% less investment to get same reach as TV only.
  • Combination of TV and YouTube has been significantly more effective than TV only in lifting spontaneous awareness, consideration and brand values of Dacia.

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