Three wanted to address their brand consideration and came up with an ad that rocked their brand metrics to a record high. The ad was aired over one weekend followed up by a 'media take over' day which included a combination of Masthead, Trueview, Mobile and GDN. The real brand love came from The Pony Mixer, a custom YouTube gadget to help deepen the engagement with the audience by allowing personalised Ponies to be made and shared via social channels.
- 7M views 1.5M personalised ponies were generated and shared 27% brand uplift
- September 2013
We start now to think digital first then we work out how traditional mediums can help us. YouTube is going to be massive for us moving forward
— Margaret Burke, Communications and Brand Director, Three