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Case Study: Video Ads + Computer Graphics Software Company

Creating awareness and driving new customer acquisition with paid video ads

laptop with hand drawing and tools

Challenge

Our client, a leading computer graphics software company, tasked NordicClick with creating awareness and driving new customer acquisition for their national, new-to-market product launch with the inherent challenge of having minimal brand recognition within the U.S. market.

person holding phone and looking at YouTube app

Solution

To address the overall lack of awareness and begin raising visibility, we created a YouTube video ad strategy targeting highly qualified in-market audiences via bumper and in-stream ads.

By targeting a relevant but expansive audience on YouTube and the Display Network, we intended to reach a new prospect base to educate them about the software and ultimately increase branded search demand.

With the increased interest, we anticipated prospects performing a search for more information about the software where we would then engage them via strategic paid search ads driving to the website with a free demo offer.

Once on the site and a demo download completed, we captured the prospect’s email address to begin the lead-nurturing process via an educational email drip campaign. Additionally, we used targeted remarketing ads to those who downloaded the demo – with the end goal being to ultimately entice them to purchase and become highly valuable lifetime customers.

four people standing together all on their mobile phones

Results

As a result, we were able to serve nearly one million viewable impressions to an engaged audience. Over half of these users did not decide to skip our in-stream ad and 20% watched the ad in its entirety. Of those who went on to reach the website, we reported an above-average conversion rate of just under 2% of people completing the demo signup, creating hundreds of new users for our client. Additionally, our cost-per-lead (CPL) was well below the product cost resulting in both an immediate return and a significant projected future return based on our client’s estimated customer lifetime value.

This product launch campaign won the 2018 US Search Award for “Best Use of Video in a Search Campaign”!

US Search Awards 2018 - Winner!

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