HoodieBuddie launched with HB3 & In-Stream Technology
04 Nov '10
4 min read
In an industry first, three leading video advertising networks –YuMe, ScanScout, and BBE – teamed up to produce a comprehensive product launch case study that demonstrates how effective digital video is at driving brand awareness and purchase intent – two critical metrics that matter most to major brands.
On August 3, the three networks, in conjunction with digital brand advertising effectiveness firm Vizu and Poptent, the leader in crowd-sourced video production, launched Jerry Leigh of California's HoodieBuddie – a patent pending innovation and the first hooded sweatshirt to feature machine washable headphones integrated into the drawstrings and a built-in MP3/iPod connector in the pocket – using no paid advertisements other than digital video.
In the crowded and competitive apparel industry, building a buzz among the brand-conscious 13- to 25-year-old demographic for an unknown product can be extremely challenging – especially for a product that is sold online. BBE, ScanScout, and YuMe saw this as a great opportunity to demonstrate and measure the branding capabilities and impact of digital video, and potentially bring about greater consistency regarding digital video metrics.
Can a brand be built online using nothing more than online video advertising? After one month, the results from the HoodieBuddie brand lift study conducted by Vizu imply they can. With the help of ScanScout, BBE, and YuMe, HoodieBuddie realized a:
• 205% increase in brand awareness, which is significantly higher than the average 18.7% seen in comparable Vizu brand lift studies • 76% increase in purchase intent, far exceeding the 12.1% lift that Vizu typically sees in campaigns of this nature • 62% increase in daily sales (when comparing pre-campaign sales to post-ad campaign sales)
In terms of creative format findings, it was discovered that the 15-second pre-roll ad generally out-performed the 30-second spot in driving brand awareness, but the 30-second spot generally out-performed the 15-second video ad in increasing purchase intent. There also appeared to be minimal ad fatigue among viewers – even after 10+ exposures – as evidenced by an increase in brand awareness as ad frequency increased.
"We are ecstatic over the successful launch of our HoodieBuddie line and were simply amazed that our partners were able to achieve such great success through the use of online video," said Andrew Leigh, President of Jerry Leigh. "This non-traditional approach was exactly what we needed to reach our target audience, and the experience has given me a new-found appreciation for what digital video can do."
The HoodieBuddie campaign generated tremendous brand lift, showing that these video ad networks are among the best in the game at moving the needle for brand advertisers," said Dan Beltramo, CEO of Vizu. "Given the wide swath of advertising we measure and help our customers optimize, I'm comfortable saying this campaign was an unmitigated success."