Accord Marketing - Hear the World, Discover the World

“YOUTUBE WORKS” AWARDS BEST USE OF YOUTUBE FOR PERFORMANCE MARKETING

THE CHALLENGE

CREATIVE BRAINSTORMING

THE CREATIVE

THE STRATEGY

THE RESULTS

.01 THE CHALLENGE

Discover the World is a leading tour operator that offers escorted small-group tours, tailormade escapes and self-drive holidays.

Despite their vast array of worldwide destinations, Discover the World are mostly recognised for their Nordic itineraries. So, to amplify brand awareness across their other destinations, they tasked us with refining their digital strategy.

THE CHALLENGE

CREATIVE BRAINSTORMING

THE CREATIVE

THE STRATEGY

THE RESULTS

.02 CREATIVE BRAINSTORMING

Discover the World pride themselves on authentic and unforgettable experiences, so we knew that for our creative to truly win over potential holidaymakers, it was not enough just to show them incredible landscapes – we needed them to feel as if they were really transported through the screen onto the holiday of a lifetime. Considering YouTube’s visually and audially emotive nature, it was the natural choice for delivering a campaign that would allow viewers to immerse themselves in the wonder of a destination.

THE CHALLENGE

CREATIVE BRAINSTORMING

THE CREATIVE

THE STRATEGY

THE RESULTS

.03 THE CREATIVE Inspired by the growing popularity of ASMR videos on YouTube, we decided to take a more evocative and sensory-led approach to fully capture the majesty of each travel itinerary. Instead of overlaying our creative with the booming voiceovers or rousing music that are often found in travel videos, we decided to simply showcase the uninterrupted visuals and sounds that can be found within each destination. With this idea in mind, we created two distinctive and almost identical videos of differing lengths. These two versions of the same creative gave us the opportunity to A/B test and refine our activity even further as the campaign progressed.

WATCH THE VIDEO

THE CHALLENGE

CREATIVE BRAINSTORMING

THE CREATIVE

THE STRATEGY

THE RESULTS

.04 THE STRATEGY

Taking advantage of YouTube’s granular targeting capabilities, such as affinity, lookalike, in-market and custom intent audiences, we used a variety of keyword targeting signals to form highly relevant, custom audiences.

We then introduced additional lifestyle targeting options for brands that had a high affinity with Discover the World’s key target audience.

To maximise brand awareness, we also targeted those familiar with Discover the World, as well as those who were in-market for a tour, using extensive keyword targeting.

THE CHALLENGE

CREATIVE BRAINSTORMING

THE CREATIVE

THE STRATEGY

THE RESULTS

.05 THE RESULTS

357,778 combined views

54.5 %

Targeting narrowed and optimised to grow this view rate to

53.1 %

with

watching until the end

Through our perfectly pitched, evocative and immersive creative, we were able to create an emotion-led connection with viewers, establishing Discover the World as the operator of choice for a host of worldwide destinations.

CPV of £0.02

20 % uplift in PPC brand searches

820 additional website visits at a CTR of 0.1 %

watched the video to completion 38.34 %

42.7 % across both videos Average view rate of

accordmarketing.com

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