AMC’s Shudder and Croud drive brand awareness & ad recall with YouTube Audio Ads.
AMC Network’s Shudder, a premium streaming service for both casual and super fans of thrillers, suspense and horror, was seeking to increase brand awareness and boost the reach of their customer acquisition activity.
With Google’s 2020 release of a new alpha product for audio ads run across the YouTube Music platform, Croud saw this as an opportunity to use digital audio campaigns to improve brand awareness and ad recall across the US market.
The Croud difference
With the help of the Croudie Network, the agency’s global network of 2,000+ digital experts, Croud’s creative team created 15-second audio ads – one with a female voice, and another with a male voice. The ads were unskippable and incorporated the best-performing PPC ad copy into the script. Additionally, the music and SFX treatment were developed to align with Shudder’s product and brand guidelines.
The campaign successfully demonstrated the power of YouTube Audio Ads in effectively supporting awareness and reach-oriented campaigns, while delivering positive brand lift in an audio-first format – a format that was unprecedented on YouTube and YouTube Music.
As a result of this campaign, both Search Lift and Brand Lift 2.0 studies showed positive results. Delivering over 2.8 million audio impressions, as well as driving a significant uplift in brand search, the campaign proved to be a success. With surveyed listeners reporting a higher brand awareness and brand recall compared to the control group, the ad creatives proved to be effective and memorable.
Results in numbers
- 66% lift in ad recall
- 2.8m audio impressions
- 488% uplift in brand interest on Google Search
Mike Strashun, Director of Growth Marketing, Shudder at AMC Networks said:
We were keen to test out Google’s new alpha project for audio ads and with Croud having an established relationship with YouTube, it was the perfect partnership. Working closely with Croud’s creative team, and network of experts, we saw fantastic results and met our targets for both awareness and reach.
Croud is an award-winning, global, full-service digital marketing partner, specialising in developing key strategies for sustainable business growth.