Meet 3 brands reinventing their marketing with YouTube

Pepsi's CMO: "YouTube is consistently one of Pepsi's top ROI drivers" [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] Drive the results you care about TLDR: Turn meaningful connections into meaningful results on YouTube - On average, YouTube drives higher long-term ROAS than TV, other online video and paid social, according to a custom MMM analysis with Nielsen - Pepsi’s culture-first strategy breaks through with viewers - Google AI enables stronger business outcomes for Samsung - Allstate is showing up where viewers go deep across screens and formats T H E I N S I G H T S Inside 3 proven marketing strategies from today’s top brands YouTube is the only place that brings together everything people love, offering marketers an opportunity to show up where viewers are deeply engaged. According to a custom MMM meta-analysis commissioned with Nielsen, on average, YouTube drives higher long-term ROAS than TV, other online video, and paid social.1 Check out the stories of three brands who transformed their approach to video to see what learnings can be applied to your marketing strategy. Pepsi is adopting a culture-first approach In an impulse-driven category, Pepsi is focused on establishing deep consumer connections, and they do that by staying deeply connected to culture. For that, they come to YouTube, “the epicenter of culture”. From the [PILK (Pepsi and milk) craze]() and the iconic “Uncle Drew'' campaign to countless partnerships with pop icons, culture has shown the power to deliver tangible business outcomes. For their 125th anniversary, Pepsi went all in on YouTube – a place where culture thrives. The campaign, which announced a [full rebrand and visual identity](), needed to inspire a new generation of Pepsi fans. They leveraged multiple formats, from the living room to Shorts, to allow viewers to experience the story of their rich history. They also [partnered with YouTube creator Airrack]() to build further engagement. The campaign was a success, achieving over $4.50 ROAS. “This partnership keeps our brand connected to our audiences and culture – which is why YouTube is consistently one of Pepsi’s top ROI drivers,” shared Todd Kaplan, CMO of Pepsi, at YouTube Upfronts. Samsung puts Google AI to work While today’s viewing habits are complex, reaching viewers doesn’t have to be. Google AI is helping brands drive results throughout the funnel by finding new audiences they didn’t know they needed, connecting in moments they wouldn’t have predicted, and delivering relevant creative to different audiences. Google AI has been at the core of YouTube’s ad solutions for years, but new advancements are helping brands like Samsung drive even stronger results. To drive consideration for their new Galaxy S24 during a slowdown in the smartphone market, Samsung fully leaned into an end-to-end YouTube approach. [They leveraged multiple formats like Shorts]() and mastheads to show up across key moments, and their AI-powered campaigns allowed them to engage with audiences that mattered most. Pairing innovative solutions like Google AI with Samsung’s creative ingenuity and strategy resulted in a 116% increase in qualified site traffic at a more efficient spend. Allstate is showing up where viewers go deep on the content they love most Sports is more than just what happens during official game time; it’s an entire culture that everyone wants to be a part of. From [pre-game outfits]() to [post-game highlights](), casual viewers and die-hard fans are always looking for more. And where else can you enjoy official games and the worlds of sports content besides YouTube? Sports content allows brands to connect with large audiences that have high engagement. Take Allstate who recently [executed a first of its kind media strategy]() to show up across various football content on YouTube. They partnered with football creator [Deestroying]() on a YouTube Select Creator Takeover to capture 100% SOV on his channel– while also using mastheads and lineups to connect with audiences not reached by linear TV. Their comprehensive strategy resulted in a 6x higher search lift than historical results. With 70% of people agreeing that YouTube has top sports content,2 this isn’t just limited to football. As the second most-watched media distributor according to Nielsen3, there’s worlds of content for all sports so reach out to your Google team for more information about Paris 2024 high-impact placements. [READ MORE]() How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() Sources 1 YouTube vs TV (1.89x); YouTube vs other online video (2.1x); YouTube vs Paid Social (2.3x); Equity-to-Sales MMM Meta Analysis commissioned by Google, covering a 2-year measurement period of 20 CPG brands from across the 2021-2023 timeframe. ""Long-term ROAS"" is defined as impact of each marketing channel in driving brand equity & this brand equity's impact in driving sales, relative to the marketing channel's media spend 2 Google/Kantar, WhyVideo, n=1035 YouTube viewers, n=2177 weekly video viewers 18-64 (US), fielded from (1/17/24-2/7/24). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat 3 Nielsen Media Distributor Gauge, US, April 2024 This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGTP88WET7sW12XkMJuYz_KAB_9O6zk5YzFbIgqZw1KAk25CjOlyUKGHnEKYPDN-Vc8wY8NDlM=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066