General Mills just revealed the overwhelmingly positive results of a partnership with Google’s Content Network and YouTube. Consumers were exposed to display ads (through both channels) for the “Where’s Yours?” Nature Valley contest that ran from 12/24/2007 to 5/25/2008. The contest invited consumers to submit a short video on YouTube, explaining where their “nature valley” was in life. The contest aimed to generate awareness and build brand affinity with 18-34 year old nature enthusiasts and offered a $60,000 trip giveaway for the winner.
The company used Google’s ad technology, including display, YouTube in-video, text and search ads, to reach out to consumers. As a result the brand saw 1,050% lift in related search behavior and 1,000% increase in website visitation among consumers who were exposed to the ads. The ads resulted in a 52% sales lift and delivered more that 830 million impressions for the Nature Valley brand. Additionally, the sweepstakes promotion delivered 234,000 channel views and 300,000 views of user generated content overall.
To read about Nature Valley’s success in full, go to: http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i213af1e960abb3d865852c02173d4c5e