Case Studies

YouTube Viewer Engagement Increased by FIAT's 500X Crossover Ad

Result

+123% ad recall for 45—54 year-olds and +82% for over 35 year-olds

+23% brand awareness for 35—44 year-olds among those who saw the ad

+230% search volume for the FIAT 500X model and +200% for the FIAT brand

With 13 million views, the FIAT 500X YouTube ad remains one of the top three most-viewed videos during the 2015 Super Bowl, with an impressive completion rate of 84%.

FIAT France partnered with YouTube to produce an ad for its new 500X crossover model. The goal of the campaign was to identify a target audience and encourage engagement with the ad, leading to an increase in ad recall, brand awareness, and search volume. To achieve this, the ad was streamed exclusively on YouTube before being launched on other media. The impact of the campaign was measured using a Brand Lift survey.

Here are some key highlights of the campaign:

The ad was successful in increasing ad recall and brand awareness among the target audience.
The ad also led to a significant increase in search volume for the 500X model and the FIAT brand.
The ad remains one of the top three most-viewed videos during the 2015 Super Bowl, with a high completion rate.

Here are some key points to consider about the campaign:

The ad was specifically designed to target a specific audience, which was identified using a media laboratory.
The ad was exclusively streamed on YouTube before being launched on other media, which allowed the brand to attribute the results of the campaign to YouTube.
The impact of the campaign was measured using a Brand Lift survey, which helped the brand understand how internet users were engaging with the ad.

By analyzing the response to the ad, FIAT France was able to better understand and target its audience. This allowed the brand to launch its full media campaign with confidence.

Overall, the campaign was a success for FIAT France. By targeting a specific audience and measuring the impact of the campaign, the brand was able to launch its full media campaign with confidence. This approach allowed FIAT France to better understand and address its audience, and drive lifts in ad recall, brand awareness, and search volume.