Three, with their puppet hero Jackson, wanted to raise awareness of the #makeitright campaign and their brand. Working with the YouTube team from the outset, Three partnered with Mindshare and Wieden + Kennedy to develop a series of videos to complement the TV ad. Watch the video (above) to see how Google Preferred, TrueView and the latest techniques in remarketing achieved "mind-blowing" results to lift ad recall and brand search interest.


  • Raise awareness of #makeitright campaign
  • Increase interest in the Three brand
  • Provide extra reach to TV ad and encourage sharing


  • Google Preferred for high quality audience
  • TrueView skippable format to measure actual views
  • Re-marketing with additional "substantiating" videos


  • 127% increase in ad recall
  • Top three spot in annual YouTube Ads Leaderboard
  • 350% increase in search interest for product keywords
April 2016
“There’s something of a myth that a TV ad can’t work on YouTube, it definitely can”
Emily Scovell, Business Director, Mindshare