Nissan raised awareness of its X-Trail model by 26% through video ads on YouTube.

Automotive manufacturer Nissan wanted to raise awareness of its new X-Trail model in Turkey and contribute to sales by maximizing its reach; as such, it placed great importance on digital communications in order to boost sales and raise awareness.

About Nissan

  • Founded in Japan in 1933
  • Automotive manufacturer

Targets

  • Raise awareness of the X-Trail model
  • Achieve maximum reach and contribute to sales

Approach

  • TrueView for Reach and YouTube Discovery ad models were used 

Results

  • Throughout the campaign, 6.1 million viewers were reached, corresponding to 2.5 times the average
  • Brand Lift surveys that were used following the TrueView for Reach campaign demonstrated a 26.2% increase in brand recognition and a 10.3% increase in awareness
  • Increases of 76.3% in brand search and 281% in product search were achieved
  • Target CPA dropped by 55%

Nissan’s intention as an automotive manufacturer was to raise awareness of its new X-Trail model in the market, and to boost sales by maximizing its reach. It chose a campaign that would target car enthusiasts in the X-Trail segment.

Implementing the TrueView for Reach ad model, the brand also received support from the YouTube bumper video ads, resulting in an increased reach to its target audience. In addition, YouTube search results used the YouTube Discovery video format, which shows ads to audiences searching for content on the YouTube homepage, next to related videos. These ads invite users to click a small thumbnail to see a video, allowing videos to be discovered by a relevant audience.

In this way, all of YouTube's products were used for various different reasons to contribute to the campaign’s purpose. Zeynep Arcak, Nissan's Marketing Communication Assistant Manager, said: “Concerning the advertising that we conducted around our brand motto, “Innovation that excites”, Nissan not only sought to achieve high reach but also innovativeness that was compatible with the characteristics of our products and brand; thus, at Nissan, ensuring the increased effects of this work on the correct target audience and consumer was one of our top priorities.”

The results of the successful campaign were achieved by using the correct ad models for the brand's objectives. A reach of 6.1 million was achieved across the campaigns, corresponding to 2.5 times the average. Brand Lift surveys that were used following the TrueView for Reach campaign demonstrated a 26.2% increase in brand recognition and a 10.3% increase in awareness. While the target CPA dropped to 55%, increases of 76.3% in brand search and 281% in product search were achieved.

“We’ve had very successful results in real time for both work-related results and brand awareness, especially for our products, which deliver the technologies we call Intelligent Mobility to our consumers, and therefore increase our brand value to our target audience.”

-Zeynep Arcak, Marketing Communication Assistant Manager, Nissan