Royal Unibrew is a leading regional multi-beverage company providing strong brands to Denmark, Finland, Italy, Germany, France and the Baltics, as well as 65+ countries in the rest of the world.
Campaign Goal
Wavemaker, Royal Unibrew’s agency, needed to raise awareness for their alcohol-free beer brand, Vilkmerges, via a video ad campaign. Campaign success was evaluated based on completed video views at the lowest possible price.
The Challenge
The pandemic gave people a lot more time to sit home and drink alcohol (the World Health Organization reported alcohol consumption was up across the globe).
As lockdowns wore on, many consumers sought substitutions to alcoholic beverages, presenting Royal Unibrew an opportunity to raise awareness for its non-alcoholic beer. But there was a significant challenge: social media and Google place numerous restrictions on ads for beer, even if it’s non-alcoholic.
The Solution
Use display banners to direct potential customers to the brand video, using multiple digital channels: social media, Youtube, and local publishers. Then optimize ad spend to the channels that deliver the greatest number of completed video views at the lowest eCPM.
The campaign tested two lifecycle audiences: Families and Young couples with children based on the assumption that households with children wanted to limit alcohol consumption. Affinity categories for fans of beer and energy drinks, foodies, and active lifestyles were also targeted.
The Results
The Digiseg audience data delivered unprecedented results.
A CPC 5.4x lower than the goal
A CTR 28 times higher than the rest of the campaign: 3,11% vs. 0,11%
This drove a CPA, defined as a qualified site visit – a visit with a video view – 70% lower than competing audiences.