The Client: Shepherd Neame | www.shepherdneame.co.uk
We worked with Shepherd Neame, located in Kent, on their YouTube activity to coincide with their Spitfire Ale ad campaign.
Read on to see how we did GIANT things for them.
“Sleeping Giant Media are a highly professional agency with fantastic customer service. They implemented, streamlined and managed this campaign very well and we are extremely pleased with the results.”
Polly Wann | Digital Manager | Shepherd Neame
The Client
Shepherd Neame operates 250 pubs across London and the South East and brews traditional Kentish ales and international lager under license.
Established in 1698, Britains oldest brewer is an independent family business based in Faversham, combining centuries of brewing expertise with modern, sustainable production methods.
The brewery’s award-winning brands include Spitfire Premium Kentish Ale, Bishops Finger Strong Ale, and Ashai.
The Work & Our Approach
Shepherd Neame wanted to air their new Spitfire Ale ad campaign on YouTube. Sleeping Giant Media were tasked with setting up and running the YouTube activity to generate views of the commercials, increase visits to the website, raise brand awareness and to encourage the public to design their own adverts. The project also included data capture and engaging with users via social platforms such as Facebook.
Taking the videos Shepherd Neame had produced, we edited them to include more information and annotations, including links to their websites, other videos and social media channels. This was done to improve interaction and engagement via click-throughs.
Once the adverts were ready, they were set up on YouTube and paid search research was completed to source the best keywords for the campaign. The best advertising options were researched and implemented.
We built and ran pay per click (PPC) accounts through Google Ads for Video and included goals to measure the KPI’s that the client had set.
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The Results
The results of our work with Shepherd Neame…
%
of viewers clicked further through
%
Cost per click reduced by
%
increase in traffic to youtube channel
%
increase in unique visitors to site
Moving the paid search from what was AdWords to Video AdWords, and using a cost per mile (CPM) model rather than cost per click (CPC) reduced the cost per click by 81%.
For the duration of the campaign:
– Traffic to the YouTube channel was up 2,017%
– Unique visitors to the site were up 2,135%
– Page views were up 1,434%
As well as driving views of the commercials, we drove traffic to the website and specific brand landing pages that were requested. This also resulted in increased visits to the Shepherd Neame online shop. There was an uplift in people creating their own adverts and subscribers to both the Facebook and the YouTube channels.
Some of the videos used during the campaign and the views generated can be seen below:
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