Jimmy Chin x A Life of Action: Multi-Platform Media Advertising

Platform: Youtube, Facebook, Instagram, Google Display
Project: Media Planning and Buying
Assignment: Customer Acquisition, Advertising Strategy, Audience Segmentation and Retargeting

Role and Objective

To promote Jimmy Chin’s collaboration with the DJI Osmo Action, focusing on product awareness and new audience acquisition as the main objectives. I created a multi-pronged strategy that advertised this partnership across Google Display Network, YouTube, Facebook and Instagram capturing the attention of a highly targeted audience affiliated with travel filmmaking and outdoor recreation activities.

My strategy surpassed our overall KPI’s—Facebook outdid our expectations resulting in 390% more clicks and 864% more views than anticipated. YouTube generated 271% more views than our target with a high VTR of almost 33% and a CTR of 0.68%, surpassing our average VTR and CTR for YouTube Ads.

Media Strategy

Pre-roll Video

Social Media Video

Responsive Display

Behavioral Targeting

Cross Device Targeting

Results

Impressions: 74M

Engagements: 891K

Video Views: 7.3M

The responsive display was our number one traffic driver, exceeding expectations by 306% with 580K total clicks at 76% less than our usual CPC. I initiated using Discovery Ads which delivered the best CTR in this entire campaign – 4.35% of visitors who saw the ad as they searched Camcorders and Cameras on YouTube Search, Gmail or the Discover section on the Google SRP clicked on the ad. The responsive design of the ads helped optimize for more placements on the display network without any additional help from design to come up with various creatives.