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The reach attained was 27 million users through the campaign. This was 2x the original projections. Not only that, bookings for test drive were also witnessed in large numbers via the landing page included in the campaign.
Hyundai Motor products were often perceived to be the ones meant for an older age segment. They were launching a new product (i20) which was directly targeted towards millennials and first car owners who would be aged 30 or less.
The brand had collaborated with 2 of the biggest names in the music industry to create a music video using only the sounds of the car. The task at hand was to ensure this reached out to audiences far and wide across the targeted spectrum.
My recommended approach was to pick 'reach' as the objective vs 'video views' to ensure our content had more exposure and also was consumed by the right group. We were also tactical with our assets i.e. using smaller/shorter video assets vs long-form content.
The reach attained was 27 million users through the campaign. This was 2x the original projections. Not only that, bookings for test drive were also witnessed in large numbers via the landing page included in the campaign.
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